In 2019 we launched our new loyalty programme – ALL Accor Live Limitless – using flagship sponsorships including the PSG shirt. But just a few months in, COVID hit and devastated our industry. The impact on our employees (Heartists) was huge as restructure and redundancies hit, causing employee engagement to plummet to a level well below the French market average.
When business started to come back in 2022, we came back to hybrid working so bringing our people together became more difficult than ever before. With a clear need to re-engage our Heartists and also educate them on our (still new) loyalty programme so they could become advocates for it, we had to do something bold and wow them. We need them to live the brand in an immersive way.
We tookover the iconic Parc des Princes Stadium, home of PSG, and threw the best staff party Accor had ever seen so that Heartists could ‘live like members,’ fueling their passions for Sport, Music and Gastronomy. They met PSG legends, played on the pitch and even ziplined across the stadium! After gourmet food a music concert and DJ set rounded off the night and despite rain, over 2000 Heartists partied until midnight!
This event kicked off our ‘ALL about ALL’ initiative to educate our Heartists and engage them in the loyalty programme which has led to double digit growth in employee engagement, overtaking the French market average. And Heartists are still talking about the event over a year later…
