Applied to:
This award celebrates the most innovative and creative concepts in the hospitality industry. It recognizes a group or a brand that has demonstrated the ability to think outside the box and introduce a new concept or a new version of an existing concept that sets a new standard for the industry. To be eligible, the concept must have been implemented within the last two years and is operational. It should provide a new approach and vision of guest experience, with a focus on design, public spaces, and overall service quality. The concept should have the potential to revolutionize the hospitality industry and offer a better quality of service for guests.
The project:
Activating PSG Partnership with ALL: A Nostalgic Experience
Context: In 2021, we activated a partnership with PSG, involving five players with 15 minutes of availability per player. The goal was to highlight ALL as a lifestyle loyalty program and create an international campaign with significant impact across various countries and continents. PSG aimed to showcase their values, particularly the "dream" aspect provided by their superstar players, while engaging their international fan base. The target audience included families and couples around 40 years old, belonging to upper social professional categories.
Strategy: We recreated the childhood rooms of PSG players, leveraging nostalgia and dreams. Many children aspire to become professional football players, and their room decorations reflect this passion. PSG players shared their childhood passions, memories, and dreams, which helped us authentically recreate their rooms in five Accor hotels in their hometowns. These rooms were available for booking on All.com, allowing fans to experience the players' dreams firsthand.
Hotels and Players:
Activation Period: The pitch was received in October 2021, work began in November, and the campaign ran live from May to August 2022. Communication was made through the ALL website, social media (ALL and PSG), and PR.
Results: The campaign aimed to go beyond brand awareness and drive conversions:
Five Accor brands were showcased, spanning economic to luxury classes, reaching all loyalty program members. Five countries were highlighted through the players' hometowns.
Effects: Families booked the suites with their children, experiencing the recreated childhood rooms. The campaign evoked strong emotions, as seen in a video where a child cried upon entering Marquinhos' room. This emotional connection was a key goal of the campaign, bringing joy to parents and inspiring children.
Internal Pride: The campaign generated pride within the organization. Feedback included:
Overall, the campaign successfully connected guests with the brand, created memorable experiences, and enhanced loyalty.
The Hospitality Awards celebrate innovation and excellence and highlight the most creative initiatives in a sector that is constantly and rapidly changing hospitality.
