Pre-Recovery Content strategy - USEA (1)

4/21/2020

Objectives PRE-RECOVERY ENGAGEMENT STRATEGY Engage our members and followers during the stay-at-home period. Showcase what ALL is about with experiences around 3 passion points Sport (wellness), food, music (entertainment) Drive quality traffic, supporting long-term SEO goals Stand out from our competitors with quality, sensitive and entertaining content Note: Commercial actions will form part of the regional and property recovery plans, with guidelines to be shared at a later stage

4 Key Pillars PRE-RECOVERY ENGAGEMENT STRATEGY ENCOURAGEMENT CSR SUPPORT TRANSPARENCY ENTERTAINMENT POSITIVE INSPIRATION ALL TOGETHER ACCOR OPENS UP #ALLATHOME BRANDS Positive content Sharing CSR actions Accor open’s up on how we Launch Launch Brand across ALL & Hotel supporting local are supporting local #ALLATHOME content communities communities strategy in Asia strategy Social channels Pacific

Positive Inspiration PRE-RECOVERY ENGAGEMENT STRATEGY • Inspirational quotes • ‘Off the beaten track’ destinations • Re-engage influencers to re-share accompanying aspiration travel • Virtual tours and experiences, using content of their best travel imagery. memories existing 360 content • Relevant quotes sourced from • If you could be anywhere… Photo • Re-use existing footage from travel writers and influencers. influencers, re-share stories. challenge Channels • Memories of your best travels Regional & Property Social channels Channels Process Regional & Property Social channels Channels Content will be produced regionally and Process Regional & Property Social channels shared to hotels Content will be produced regionally and Process shared to hotels Content to be curated regionally and at property level. Please share your existing content for re-purposing, including any potential influencer partnerships

CSR SUPPORT PRE-RECOVERY ENGAGEMENT STRATEGY We are ALL Accor and our Heartists are friends, neighbours, and members of your community. Heartists across APAC are standing in solidarity with their community and doing their part to serve. Content will be collected from property teams. Final assets will be produced by APAC team, and shared for animation on property social channels

Community Service PRE-RECOVERY ENGAGEMENT STRATEGY Property name & details of the initiative will be added in the In lieu of videos, photography is more than welcome. final edits, to ensure consistency. Orientation: Horizontal Please share videos of your hotel’s community service initiatives, preferably without added logos, effects, or subtitles. Note: Please provide both wide shots and detail shots so that viewers can see up close what your hotel team has File format: mp4 worked on Orientation: Horizontal (16:9) Important: To avoid privacy breaches, do not film strangers without their consent. Release forms must be signed by Accor employees featured in the content. Footage with individuals who are not Accor employees cannot be used

Hotel Teams at Work PRE-RECOVERY ENGAGEMENT STRATEGY Examples: Housekeeping teams ensuring amazing cleanliness and safety in rooms, chefs preparing meals, and any other behind-the-scenes footage that help viewers realise how much hotel teams do. The videos can be shot on mobile phone. However it is suggested to use a stabiliser (if available). We want to give viewers an up-close, behind-the-scenes look at your efforts – the videos should be genuine and real, Pretend you are filming an Instagram Story or video for a friend. Casual, up close, personal. Property name & details of the initiative will be added in the final edits, to ensure consistency. Please share videos of your hotel’s community service initiatives, preferably without added logos, effects, or subtitles. File format: mp4 Orientation: Horizontal (16:9) Important: To avoid privacy breaches, do not film strangers without their consent. Release forms must be signed by Accor employees featured in the content. Footage with individuals who are not Accor employees cannot be used

#ALLatHome PRE-RECOVERY ENGAGEMENT STRATEGY #ALLatHome brings ALL to life in people’s homes by creating tailored, themed content across our three key categories (SPORT, ENTERTAINMENT, FOOD)

#ALLatHome– Asia Pacific Activation PRE-RECOVERY ENGAGEMENT STRATEGY Food & Beverage Sport & Wellness Live Music & DJ’s Content Examples Content Examples Content Examples • Cooking with kids • Indoor training session • Live stream concerts • Chef recipe • Wellness tips • Live DJ sets • Behind the scenes • Home office posture tips • Virtual wine tasting masterclass • Exercise with kids Talent • DIY cocktail • Yoga classes • Hotel resident DJ’s • Mixology masterclass • Leverage existing partnerships Talent Talent • Leverage Hotel Chefs, Sommeliers and • Hotel teams with passion for sports • Hotel wellness/spa/yoga instructors Mixologists • Leverage existing partnerships • Leverage existing influencer • Leverage existing influencer relationships relationships Please share your concepts & ideas for animation across the 3 content pillars, including hotel talent & influencer partnerships

#ALLatHome Inspiration PRE-RECOVERY ENGAGEMENT STRATEGY Training Session Pastry Class Mental Coaching Stretching routine DJ set by Ken Club’ s coach with Quentin Lechat with Thomas Tuchel with Teddy Riner With DJ Snake DJ set Taste teaser Morning Routine Yoga classes P erform an c e With DJ D- Nice with Pierre Sang with Neymar with Laury Thilleman Of Dua Lipa

Brand Content PRE-RECOVERY ENGAGEMENT STRATEGY Brand content from global teams will be aligned with the 3 passion points & repurposed for use on ALL and hotel social accounts Food & Beverage Sport & Wellness Live Music & DJ’s Swissotel – Vitality: Ibis gigs: existing footage + live at Movenpick Cookbook: savory dishes Range of in-room exercises home from band we used for Ibis with chocolate Pullman: Partnership with Les Music Mills Spotify playlists (Sofitel) Pullman: Power breakfast Rixos yoga sessions (from the Middle East) Fairmont: - Breakfast - Recipe for cocktails Raffles: Food for body and mind Chic Picnic or Apero Chic by Sofitel

Content Contribution & Next Steps PRE-RECOVERY ENGAGEMENT STRATEGY Contribute your content, concepts Final assets, copy, templates, and proposed influencer planning calendar and guidelines for partnerships here local animation will be shared here Please ensure to include a detailed Updates will be shared summary of the activation/content progressively, as content is created concept (in the form)