Creating an event in just 2 months is no mean feat. But when it needs to deliver an integrated marketing campaign, engage 11 different brands and ‘sell’ 160 places for a format that hadn’t been done before, it is extraordinary…
After extending with PSG for a further four years in 2022, we needed to focus on building brand awareness whilst deepening understanding of ALL as a booking platform for many of the world’s iconic hotel brands and as a loyalty programme that made its members feel truly valued.
Instead of using our stadium access right in the traditional way, we decided to go ALL out to showcase our brands and provide our members with unforgettable experiences. With just 2 months’ notice of the date, we created an extraordinary event, engaging 160 members, media & influencers to live their dreams playing on the hallowed turf at the Parc des Princes alongside PSG legends.
Despite coming off the main shirt, awareness of ALL amongst PSG fans increased by 9 points yoy and understanding of ALL as a loyalty programme rose by 6 points. 11 brands were showcased, nearly a quarter of a million ALL points were ‘burned’ by members to participate, and content from the event delivered 125m impressions, 28m video views and nearly a million visits to ALL.com – the most of any of our previous PSG event campaigns. And we established the ALL Dream Tournament in the hearts and minds of members who eagerly anticipate the next edition…
