Tools:

Marketing, branding, advertising, public relations, web development, events, media relations and buying.

 

Michelin is known for its starred hotels and restaurants. It wanted to move all of this information into the digital world across Europe. Enter 'ViaMichelin' for mobile and desktop technology. Rebecca launched the French start-up in the UK with a £1.5 million budget and trained all European communications and marketing managers. 

 

Challenges:

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• To establish a technology start-up in a crowded travel space at a time when the world was reeling from the 2000 dot com fall-out.

• To avoid confusion with the parent brand, known for tires only.

• To ensure brand consistency across Europe.

 

Strategy:

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• Trial all marketing channels on and offline to determine which was most effective through ongoing robust evaluation. Brand consistency across Europe (responsible for all English translation).

• Differentiate. Michelin travel is perceived as a very high-quality brand. There were many other travel companies.  All marketing and communications channels chosen had to reflect the brand equity.

• Partnerships with the media (for example, the Daily Telegraph), major technology and automobile corporations. 

 

Results: 

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• ViaMichelin became the number two travel website in Europe within a year of launch.

• Rebecca successfully set up offices in London, recruited local staff and managed five external agencies (advertising, PR, digital, media buying and creative). 

• Five offices across Europe launched with consistent branding.