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Accor and Technotun partnership agreement signing

DATE

December, 2024

Client

TechnoTun LLC

Service

Strategic Communications, Media Relations

Category

Residence and Hospitality 

Overview

SPRING PR, as trusted partner of Technotun, a major real estate operator in Armenia, provided comprehensive PR support and media relations for the partnership agreement between Accor, a world-leading hospitality group, and Technotun. This landmark collaboration marks the introduction of the pioneering Pullman brand to Yerevan, with SPRING PR ensuring the successful communication of this milestone event.

The Accor-Technotun partnership, which began with a memorandum of understanding in July 2024, progressed in the signing of the partnership agreement on December 17, 2024, during the Yerevan International Hospitality Forum 2024. The agreement was signed by Philippe Bone, Director of Development for Accor’s New East region, and Tigran Mnatsakanyan, Director of Technotun.

Scheduled to open in 2027, Pullman Residences Yerevan and Pullman Living Yerevan will redefine premium hospitality in the region.

Located on the serene hills of Norki Ayginer, Pullman Residences Yerevan will offer a blended business and lifestyle experience. The complex is designed to cater to long-term residents, international professionals, and investors, combining world-class hotel services with the comforts of home.

The Pullman Living complex will cater to longer stays, blending residential comfort with premium hotel service. Fully serviced by Pullman staff and following Accor’s global standards, it will be ideal for international professionals and Diaspora Armenians seeking medium- to long-term accommodation.

The 20,000-square-metre complex will feature 16,000 square metres of landscaped open spaces and public infrastructure designed to enhance wellbeing.

Pullman Residences Yerevan and Pullman Living Yerevan will embody Pullman’s forward-thinking ethos, featuring a No Car policy, landscaped spaces, bike lanes, and electric vehicle charging stations, promoting sustainability and healthier lifestyles, reflecting Pullman’s commitment to conscious hospitality and community.

Strategy

SPRING PR executed a comprehensive and impactful PR strategy to amplify the announcement of the partnership between Accor and Technotun. The initiative marked a pivotal moment for Armenia, as it introduced the globally renowned Pullman brand to the country on an unprecedented scale, setting a new benchmark for premium hospitality in the region.

To ensure widespread visibility, SPRING PR crafted and disseminated a bilingual press release in Armenian and English, targeting top local media outlets. This effort reached a potential audience of over 3.8 million, including the Armenian diaspora, laying the groundwork for a unified and engaging narrative across regional platforms.

Expanding beyond regional boundaries, SPRING PR generated global awareness through three English-language press releases tailored for diaspora and international audiences. These were disseminated via leading global newswires, search engines, and prominent platforms such as Google News, AP News, Benzinga, France Newswire, and Moody’s Analytics. Reaching a potential audience of over 280 million worldwide, this effort showcased the historic introduction of Pullman Residences Yerevan and Pullman Living Yerevan as Accor’s inaugural venture of this scale in Armenia.

To further enhance the impact of the initiative, SPRING PR produced a compelling video report featuring on-site interviews with key speakers, capturing their insights and perspectives on the partnership. This dynamic content provided an engaging medium to convey the partnership’s strategic importance and its vision for redefining premium hospitality in Armenia.

Complementing the video report, SPRING PR delivered professional photography services, capturing high-quality visuals of the event. These images not only documented the signing ceremony but also served as key assets for media coverage and promotional materials, reinforcing the narrative of collaboration and innovation.

Through this multifaceted approach, SPRING PR ensured that the Accor-Technotun partnership announcement resonated across local, diaspora, and international audiences, solidifying its position as a transformative milestone in Armenia’s hospitality industry.

Outcomes 

  • A post-event press release (in Armenian and in English) has been distributed among top local and diaspora media outlets
  • 12 media publications among top local media outlets (6 in Armenian, 6 in English)
  • 3.8M+ visitors (Total potential audience) for local and diaspora media outlets
  • 3 post-event press releases have been distributed among top major newswires, search engines and social media, such as Google News, AP News, Benzinga, France Newswire, United States Newswire, United Kingdom Newswire, Google, Yahoo, Bing, Ask, and news databases, including Bloomberg Terminal, Much Rach, Moody’s Analytics, NewsEdge, Naviga, MENAFN, Crunchbase.
  • Totally 1172 media publications (in English) among top independent news publishers, such as AP News, UK Business Reporter, United Kingdom News Watch, UK Daily News Online, Economic Digest of Europe, International Real Estate Times, America Real Estate Online, American Travel Industry Online, North America Today, European News Update, The France Journal, Business Update France, The online Culture Channel, French Industry Network, State of the Union News, Fox 21, among many others.
  • 280M+ visitors (Total potential audience) for international media outlets
  • 10 publications on social media (Facebook, Instagram, X, Telegram)