Applied to:
This award recognises a high-impact brand media campaign that strengthens brand visibility, reinforces positioning and engages target audiences through adistinctive and well-executed narrative across media platforms.
The project:
In 2023, Groupe Barrière launched the “Summer Will Be All About Sports…and More!” campaign, a lighthearted initiative to celebrate sports and family through a unique lens. Instead of following the industry trend of showcasing staff participating in sports, Barrière highlighted the future of athletics—children. These young stars, depicted as tomorrow’s Olympic champions, reflect Barrière’s dedication to nurturing dreams and fostering memorable family experiences.
The campaign centered around a vibrant video that premiered six days before the Paris Olympics. Showcased exclusively on Instagram and Facebook, the video captured the essence of Barrière’s connection to sports and families. It highlighted the group’s exceptional facilities, such as golf courses, tennis and padel courts, and horseback riding, set against the backdrop of Barrière’s stunning resorts. More importantly, it celebrated the group’s commitment to creating a supportive and inspiring environment for children, whether through innovative kids’ clubs or tailored workshops in arts and languages.
The campaign’s key message revolved around joy, adventure, and the values of sportsmanship, capturing genuine emotions from children as they played, competed, and enjoyed the facilities. Barrière emphasized that these children, like athletes of all levels, embody the spirit of effort, challenge, and shared experiences.
The results were impressive. With a modest budget of €14,000, the video reached 214% more accounts compared to previous campaigns, garnering over 513,000 views and 1,800 likes. Viewer comments highlighted the emotional resonance of the campaign, such as, “Magnificent video” and “Wonderful, this reminds me of my childhood and now my children’s.”
This initiative not only strengthened Barrière’s brand identity but also positioned the group as a pioneer in celebrating family and sports, uniting people through authentic and heartwarming storytelling. It set the stage for the ongoing legacy of the Paris Olympics and Paralympics.
The Hospitality Awards celebrate innovation and excellence and highlight the most creative initiatives in a sector that is constantly and rapidly changing hospitality.
