Following a series of acquisitions in the luxury segment and an expanded global footprint, Accor needed to reach and engage new audiences – notably more affluent hotel users as well as those in North America – as well as find a way to credibly promote and showcase its achievements and commitments across ESG.
SailGP, with purpose at its core, presented an ideal opportunity to reach international affluent audiences. Helping both the French team and the League itself address their goals by reducing their carbon footprint and food waste as well as providing placements for the League’s Inspire programme to support social inclusion, Accor embraced the values of the sport and shared its commitment towards more responsible travel.
Our marketing campaign – ‘ALL on Board’ – brought the sponsorship to life at the events and through media in a light hearted way dominating key markets including Dubai and New York. Beating our usual campaign benchmarks, it drove awareness and deepened understanding of ALL, its booking platform and loyalty programme, and allowed Accor to showcase what the hotels from different brands around the world were doing to deliver on the company’s sustainability goals. And it delivered commercially by driving nearly €4m in direct revenues for the Group!
