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Le Club AccorHotels - Dubai Summer Dreams

Visit Dubai with Le Club AccorHotels loyalty programme this summer and get a chance to come back for the fun-filled family holiday of your dreams.

In summer 2016, AccorHotels Middle East and Egypt and Dubai Tourism joined forces for the very first time to carry out an avant-garde communication campaign, Dubai Summer Dreams, designed to promote a one-of-a kind experience to guests and visitors. The main objective of this campaign was to reward our loyal guests with exhilarating moments in the United Arab Emirates’ effervescent city. Equally important was to start a longstanding and flourishing partnership with the principal authority for the planning, supervision, development and marketing of Dubai's tourism sector.

On top of a wide range of soft benefits, access to exclusive Elite Experiences and unique offers tailor-made to appeal to the region’s discerning clientele, AccorHotels’ loyalty programme, Le Club AccorHotels, has initiated this collaboration which provides its members with an experience like no other. Not only is Dubai Summer Dreams the product of both AccorHotels’ expertise on hospitality and its fast growing footprint and recognition in the region, but it is also the result of a mutual interest in promoting Dubai’s cultural, heritage and entertainment tourism offerings, in line with the emirate’s vision and strategy.

The Dubai Summer Dreams offer provided a thrilling holiday giveaway to experience: by booking at any AccorHotels property in Dubai during the summer, members entered a lucky draw, with the chance to win one of the six family packages. The package includes a 3-night stay at the sumptuous landmark of Sofitel Dubai the Palm Resort & Spa, which combines local culture and French art-de-vivre, return flight tickets with Emirates Airlines - the World’s Best Airline in 2016 - and access to Dubai Parks & Resorts, the Middle East’s largest multi-themed leisure and entertainment destination which is set to open in October 2016. 

“Whether people are here on business or leisure, we’re offering them the chance to return to the wonderful city of Dubai to enjoy a three-night break with friends or family and this is possible through our partnership with Dubai Tourism. Dubai offers families with children of all ages a fun-filled holiday” comments David Henry, Vice President, Marketing, Sales & Distribution at AccorHotels Middle East.

The collaboration: The full campaign was beautifully created hand-in-hand in a record time. AccorHotels and Dubai Tourism developed a responsive website including a booking engine for members to book their hotel in Dubai and custom-made videos to get a glimpse of the experience. For those who aren’t already a member of Le Club AccorHotels, registration is immediate through the AccorHotels app which allows smart sign-up or guests can sign up online.

A comprehensive joint media plan was prepared and implemented to ensure consistent presence of the offer across print and online newspapers in the Middle East and Egypt, Eastern Europe, Germany, Poland, India, Indonesia, and the United Kingdom. The campaign was also relayed internationally on owned media by AccorHotels teams in Eastern Europe, Germany, Poland, India, Indonesia, UK, as well as the Dubai Tourism communication channels.

The results? The campaign delivered double the forecasted revenue with half of the budget spent, 15.5 million impression, 4000+ room nights booked, high return on investment, and 6000+ activated members within 2 months. Eventually, these tremendously positive results as well the successful optimization of the budget led to the extension of the campaign for 3 more weeks with forecasted final results of 32 million impressions and 7000 room nights to be booked. We will continue to track the long term impact of the campaign on brand awareness, members’ engagement and the positioning of AccorHotels as the leading hotelier in Customer Experience in the Middle-East and Egypt.