Taguchi & Accor Australia launch national marketing-automation rollout
Taguchi Marketing Pty Ltd and Accor Hotels Australia launched a national marketing-automation rollout across participating hotels in the Accor Hotels Australian network.
The project will provide email marketing and automation capabilities, facilitated via centralised workflow and database management to Accor Hotels’ head office marketing divisions, as well as its extensive national hotel network. The system was successfully piloted in collaboration with CRM and direct marketing specialists from fellow WPP AUNZ agency Ogilvy Australia during late 2015.
Digital media specialists from Neo@Ogilvy also worked on its search engine marketing to help drive bookings for hotels across Australia, as part of the collaborative approach. The national rollout is scheduled to commence in May 2016.
Dean Maidment, Managing Director of Taguchi Marketing, says, “We’re delighted to partner with AccorHotels Australia on such an exciting and innovative project. The technical integration and strategic planning work that we jointly completed during the pilot phase in collaboration with Ogilvy, now enables us to implement a national roll out relatively quickly. The unique combination of our sophisticated digital marketing technology and extensive travel industry experience, positions us perfectly to partner with Accor Hotels in implementing what will be industry-leading database marketing programs.”
Christopher Mills, Director of Digital Commerce for Accor Hotels Australia, says, “We’re excited to be working with Taguchi Marketing on this innovative project, which will provide benefits for our guests, hotels and staff. The ability to communicate effectively with our guests is a key priority for Accor Hotels, and as a result of this partnership we have been able to improve the relevance and engagement in our marketing communication.”
Taguchi Marketing and Ogilvy Australia are part of WPP AUNZ.
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