The Mercure hotel chain was undergoing the incorporation of the Parthenon flats brand, which would cease to exist and would be known as Mercure Apartments from then on. United, Mercure Hotel, Mercure Grand Hotel and Mercure Apartments brands became the largest hotel chain in Brazil with 73 units in 34 cities.

An institutional campaign for the Mercure brand was elaborated with the concept “There is always a Mercure waiting for you”. In addition to magazine ads and merchandising materials, the advertisement campaign comprised buzz action, which reinforced the presence of Mercure throughout the country. This action was undertaken in the airports of the main Brazilian capitals. A Bell-Captain wearing a Mercure hotels uniform was placed in the arrival areas. As if waiting for a passenger who would be arriving, the doorman held a sign that said: “I am not waiting for anybody, but there is always a Mercure waiting for you”.

The action generated spontaneous recalls of the brand, increasing the occupation rate where it took place.