Early 2019, AccorHotels, one of the leaders of the hospitality world, realized it needed a change to be even more connected to its customers. Competing with strong traditional rivals and new actors, AccorHotels decided to do a total revamping of its loyalty and distribution platform.
Their name changed to ACCOR and their loyalty program became ‘ALL – Accor Live Limitless’, based on the promise to provide limitless experiences to its clients and better showcase their numerous hotel brands.
How could they promote their new loyalty and distribution program versus more-established ones? By putting their name on one of the most exciting and up-and-coming global assets in football: Paris Saint-Germain. This key investment for ACCOR (fully integrated in the brand’s marketing refresh), serves mainly 3 purposes:
1/ Massive exposure to help brand awareness – for both the new program and hotel brands;
2/ Limitless experiences for their members in a universe of passion – sport being one of the three acclaimed passions requested by their members;
3/ Target a massive and worldwide audience – connecting with the Club’s 400M fanbase around the world.
After a very successful first season, the investment is starting to pay dividends:
– 426M € of equivalent net media value for the ALL brand;
– 2/3 of ALL awareness worldwide brought by the partnership;
– Numerous limitless experiences globally for their members.
Also, with worldwide activations like “Used Jersey”, the “ACCOR Fashion Show” or the “ALL New Stars”, the promise of limitless experiences for members with their favorite players came true.
