Mövenpick Kigali

TORI led the pre-launch and official market entry for Rwanda’s first Mövenpick property. Through a comprehensive strategy encompassing consumer intelligence, PR, and influencer management, we built a thriving digital community before the doors even opened.

Content

Strategy

Influencer Management

Social Media

Photography

Videography

Insight

Launching the first Mövenpick in Rwanda required more than just "opening doors"; it required "opening a dialogue." Occupying the site of the former Umubano Hotel-a place of deep historic significance-the insight was to honor the legacy of the location while establishing a fresh, modern identity. For TORI, the goal was to leverage social listening and consumer intelligence to understand what the local market missed about the site and what they craved from a new luxury brand: a sense of belonging and "joyful reconnection."

Idea & Execution

TORI acted as the architect of the hotel’s digital and public perception during the critical launch window.

Pre-Launch Community Building: We used a "teaser" strategy powered by social listening, building anticipation and a dedicated audience of 8k+ before the official opening.
Influencer & PR Management: We curated a network of influencers and media partners to tell the story of the "urban resort," focusing on signature rituals like the "Chocolate Hour" and the fusion cuisine at Raava Restaurant.
Content Production: Our team produced high-end, cinematic visuals that showcased the renovation’s Art Deco-inspired interiors and the hotel’s position as a premium "work-from-anywhere" hub via the WOJO co-working space.
Consumer Intelligence: We continuously monitored market sentiment to pivot our messaging, ensuring the hotel felt local, welcoming, and safe from day one.

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Impact

Organic Reach: In the launch phase alone, we reached over 150,000 people without paid spend, proving the power of authentic, community-led storytelling.

Rapid Audience Acquisition: Built a high-quality, combined social following of 8,000+ in just a few months, creating a sustainable foundation for ongoing marketing.

Successful Market Entry: The PR and influencer campaigns generated significant buzz, resulting in a sold-out launch phase and immediate recognition of Mövenpick as a leading player in the Kigali luxury sector.

Brand Authority: Successfully translated Accor’s global standards into a localized narrative, cementing the property’s reputation as a "plug-and-play" venue for international business and high-end leisure.

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