People love to be picked up at train stations. Even if not expecting to be picked up, people will subconsciously look for somebody who might be awaiting them at arrival.Contacting the travelers at the moment of arrival is a perfect touchpoint for generating positive emotions for a brand. So by taking advantage of the fact that their hotels are near pick-up areas, Mercure’s strategy focused on traveler’s arrival and offered them a ride “home”.

55% Brand advertising recall Second highest unaided campaign awareness in hotel sector (13%)19% unaided awareness against 25-34´s91% described Mercure as "friendly hotel for business travelers"74% considered Mercure image "human & close"85% considered the initiative "innovative"85,000 visitors to microsite "meet-the-mercures.de" Traffic to Mercure website up 400%