CANNES—“All TV is back, and back in a different way than in the past,” says Accor Group’s Antoine Dubois. So a year ago, the French global hospitality brand returned to TV to complement its targeting of niche audiences beyond digital media.

“All of the hospitality industry today, six years ago everything was digital,” the SVP of Global Marketing Strategy says in this interview with Beet.TV at the recent Cannes Lions International Festival of Creativity.

“And now we are let’s say back in the roots simply because you can see that Booking and Expedia and all key players today” invest in TV advertising.

Having done as much as it could to increase sales and ROI in digital media for its brands, which include Fairmont, Raffles, SLS and Sofitel in 100 countries, Accor decided it needed to travel in a different direction. “So we decided to come back a year ago on TV but TV in a different way. It’s how do you link your brand awareness with what is going on in the physical world in the hotels,” Dubois says.

TV provides a new way to reach the right audience. “In the hospitality business, we need to touch some niche audience and as part of a global scale it’s always a big challenge. We are able to target the right people at the right time to talk about our universe. It’s not a day-to-day conversation for consumers.”

Accor has the tools to link its TV advertising to “what is going on in the digital space. These tools today are great. When you do TV, it’s not only to spend a lot of money and have status. We’re very confident and very pleased to be back on TV for our hotel brands. We see great results,” Dubois says.

This segment is part of a series titled The New Global Marketplace for Premium Video, produced at Cannes Lions and sponsored by RTL AdConnect. For more videos from the series, please visit this page. For all of Beet.TV’s coverage of Cannes Lions 2019, please visit this page.