A new hotel chain from the Accor group is to launch in the UK with a major online and above-the-line advertising campaign estimated to be worth around £5 million.
The Etap brand is already well established in France and Germany but Accor has plans to open up to 100 new properties across the UK.
The marketing campaign, devised by London-based agency Fox Kalomaski, will feature in online channels as well as outdoor, radio and taxi advertising.
The business and leisure hotels will initially open in Leeds, Sheffield, Birmingham, Cardiff and Glasgow.
Roger Smith, marketing and distribution director for Accor in the UK, said: “Etap is already a high performing brand in France and Germany and I am confident that Fox Kalomaski, with their in-depth understanding of the travel and hotels business, will help us achieve the same level of success in the UK.”