Accor, which is Europe's biggest hotel group and owns brands such as Sofitel and Novotel, wants to position the 27-strong Mercure chain as offering the benefits of a chain but with the exclusivity of a boutique hotel.
MBA won the seven-figure brief without a pitch. Most of the properties in the Mercure hotel group, which was launched at the end of 2007, offer four-star accommodation in countryside locations, with facilities including spas and golf courses, as well as gardens.
Promotional activity will target honeymooners, event organisers and those planning weddings.
Accor believes that Mercure will fill a niche in the regional premium hotel sector, which has traditionally been polarised between generic hotels that deliver standardised service and the boutique end of the market.
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