AccorHotels, a multinational hotel group based in Paris, and Air France launched a digital campaign, #MyChicAfrica, to offer African influencers the possibility of becoming Ambassadors of their continent in order to portray a bold and trendy Africa.
#MyChicAfrica, the digital campaign by AccorHotels and Air France to explore Africa makes a stop in Dakar. Photo: AccorHotels
The campaign began last April in Abidjan, Côte d’Ivoire with Loza Maleombho, an Ivorian designer. Loza welcomed actor Dycosh in her hometown, and introduced him to Ivory Coast’s many attributes and wealth. Gastronomy, nature and contemporary art punctuated the days of both influencers, who shared their favorite aspects of Ivorian life on the MyChicAfrica Instagram account.
#MyChicAfrica has generated many interactions with 10,000,000 people reached on Facebook with more than 300,000 user reactions and 1,500,000 people reached on Instagram with more than 100,000 user reactions.
With the campaign currently making a stop in Dakar, Senegal, Faada Freddy, a famous Senegalese singer, will offer Scheena Donia, an influencer from the Gabonese diaspora, an 48-hour getaway in Dakar and introduce her hometown.
With the first edition of the digital campaign a success, AccorHotels Africa is working on developing the MyChicAfrica brand content platform which aims to showcase a trendy, dynamic Africa through its flagship destinations.
Souleymane Khol, VP Sales Marketing Distribution & Revenue Management for Africa & Indian Ocean, stated: “The artists, the influencers with whom we have launched this campaign, our teams in the hotels, we are all driven by the same desire to change the view that most people have of the continent, to showcase a modern, youthful Africa, in keeping with the current times… This is how the MyChicAfrica platform was born. We hence plan on attracting international tourists by promoting a multi-faceted Africa through its art, fashion, culture, gastronomy.”
The platform MyChicAfrica will be launched during the second quarter of 2018.