PSG was used to launch Accor’s new lifestyle loyalty brand – ALL – to a global audience in 2019 and helped make ALL a household name. But COVID hit and severely restricted our ambitious plans. Limited to just branding, we had made the name widely recognized but had not been able to explain what ALL was, why fans should care or be able to realize the business potential in the sponsorship.
At a time when our competitors had pulled away from sponsorship activation, we doubled down and evolved our strategy, timed to hit when COVID restrictions were easing and demand for travel would return in Spring 2022. We created compelling hero content – Play Limitless – to bring to life the ALL loyalty programme and fuel the top of the marketing funnel to ultimately drive visits to All.com and hotel bookings.
Featuring PSG’s male & female stars and a cameo from legend Ronaldinho, we follow a referee being given a yellow card (an ALL Gold membership) as he explores how to earn and redeem ALL loyalty points across our hotel and experience ecosystem.
Viewed over 63m times in 30 countries across 5 continents, the film helped reignite the passions of our members and wider fans, signaling that travel was back. By mid March 2022, Gross Hotel Booking revenues overtook 2019 levels (months ahead of forecast and despite China still being under restrictions). And in our key markets, those aware of PSG became more likely to know, understand and love ALL.