#MyChicAfrica, the digital campaign by AccorHotels and Air France to explore Africa makes a stop in Dakar

Cristina Blanaru Ads, Business, Creativity, Marketing, Social Media

Launched last April by AccorHotel and Air France, the #MyChicAfrica digital campaign offers African influencers the possibility of becoming Ambassadors of their continent, both at the local and international level, in order to portray a bold and trendy Africa.

The premise is simple: an African influencer invites another influencer from the diaspora to their hometown to enjoy a tailor-made travel experience and discover Africa in the most unique way possible.

It is with the notorious Ivorian designer, Loza Maleombho, that the adventure began last April in Abidjan. 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.

The #MyChicAbidjan hashtag has generated many interactions: 10,000,000 people were reached on Facebook with more than 300,000 user reactions, 1,500,000 people were reached on Instagram with more than 100,000 user reactions.

It is now up to the famous Senegalese singer, Faada Freddy, to offer Scheena Donia, an influencer from the Gabonese diaspora, an unforgettable 48-hour getaway in Dakar and introduce her to the effervescence of her hometown:

  • A visit of the Léopold Sédar Senghor museum to delve into the intimacy of the poet-president.
  • A day trip to the Magdalen Islands and Les Mamelles Lighthouse offering a breathtaking view of the entire peninsula.
  • A Dance HALL class, at the leading urban dance studio in Dakar.
  • A meet-up with Senegalese start-ups and an Ataya tasting – the Senegalese tea ritual at the Air France premises.
  • A recording session in Faada Freddy’s studio where we get to discover the blogger’s hidden talent.
  • A Tchep djen tasting – a world-renowned Senegalese culinary art – at the Pullman Dakar Teranga, with a view over the Atlantic Ocean and the Island of Gorée.

It is photographer Cheikh Aliou Abitalib Diassé, also known as Aldi, who sits behind the camera lens for MyChicAfrica in Dakar. With a strong presence in social media, particularly Instagram, Cheikh Aliou Abitalib Diassé is one of Senegal’s popular young artists.

The first edition of MyChicAfrica was such a success that AccorHotels Africa is working on developing the MyChicAfrica brand content platform, the aim being to showcase a trendy, dynamic Africa through its flagship destinations.

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

Souleymane Khol,

VP Sales Marketing Distribution & Revenue Management for Africa & Indian Ocean

The platform MyChicAfrica will be launched during the second quarter of 2018. The #MyChicAfrica campaign will continue in Spring 2018 in Casablanca – Morocco.

AccorHotels, a global leader in travel and lifestyle, partnered with air transport leader Air France to launch #MyChicAfrica, an exclusive social media campaign. This campaign aims to promote a bold, trendy Africa, off the beaten path.

AccorHotels (www.AccorHotels.group) is a world-leading travel & lifestyle group and digital innovator offering unique experiences in more than 4,200 hotels, resorts and residences, as well as in over 10,000 of the finest private homes around the globe. Benefiting from dual expertise as an investor and operator, AccorHotels operates in 95 countries. Its portfolio comprises internationally acclaimed luxury brands including Raffles, Sofitel Legend, SO Sofitel, Sofitel, Fairmont, onefinestay, MGallery by Sofitel, Pullman, and Swissôtel; as well as the popular midscale and boutique brands of 25hours, Novotel, Mercure, Mama Shelter and Adagio; the much-prized economy brands including JO&JOE, ibis, ibis Styles, ibis budget and the regional brands Grand Mercure, The Sebel and hotelF1. AccorHotels provides innovative end-to-end services across the entire traveler experience, notably through the recent acquisition of John Paul, world leader in concierge services.