FOLLOWING THEIR SEPARATION FROM ACCORHOTELS, ACCORINVEST APPROACHED US TO HELP ARTICULATE AND LAUNCH THE STRATEGIC DIRECTION FOR THE NEWLY CREATED COMPANY.
The core challenge for AccorInvest was establishing their refreshed proposition with colleagues and embedding a new mindset into the business to form the basis of how they work together ongoing as a team.
We worked with the Senior Leadership Team to establish a programme of activity which included understanding how employees, primarily hotel managers, were feeling about the changes and identifying gaps, establishing a new purpose and vision for the future and building a strategic narrative, story and campaign to engage people with the journey between the current state and the desired state.
People within the newly structured company had been through significant change, therefore understanding and reflecting next steps and what it meant to them was essential. We ran European-wide sessions with senior leaders and hotel managers to listen to how people were feeling across the region. Colleagues were loud and clear on their desire to know more about the direction of the new business and understand the differences in focus after the separation.
AccorInvest had a large volume of strategic documents, definitions, goals and internal variations on their strategy. We worked with the leadership team to create a focussed high-level articulation of their audience mission and vision; to motivate their teams and answer the needs identified in the research.
Using our audience insight, we designed a conference which brought 250 managers from across the region together for the first time. We embedded with the SLT to develop their content and created a series of interactive presentations and workshops. We created an inspiring visual identity to launch the strategy through space branding, event materials, videos and animations and an inspiring cascade pack.