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Applied to:
The project:
ALL - Accor Live Limitless: Revolutionizing the Booking Experience
Faced with competition from Airbnb, Tripadvisor, Booking.com, and Expedia, Accor, the leading augmented hospitality group, launched its booking platform and loyalty program ALL - Accor Live Limitless in December 2019. In January 2022, amidst the uncertain travel industry landscape due to COVID-19, ALL aimed to highlight its unique booking features on All.com.
Strategic Challenge: The goal was to build awareness and adoption of the platform in a market flooded with similar claims of the lowest prices. The strategy was to emphasize the extraordinary hospitality experience offered by ALL. By leveraging the partnership with PSG and featuring an unexpected hero—a referee—the campaign showcased the limitless possibilities of the ALL program.
Campaign Execution: The "Play Limitless" campaign featured a whimsical narrative where a referee, now an ALL Gold Card member, explored the limitless experiences offered by the platform. PSG players broke traditional rules, playing a mixed-gender, legend-filled match, with Ronaldinho making a surprise comeback.
The campaign turned a digital promotion into an engaging tutorial, demonstrating how ALL transforms travel and hospitality by integrating hotel services with dining, spa, bar, and coworking spaces.
Target Audience and Platforms: The campaign targeted Accor’s audience, frequent travelers, and business professionals with interests in restaurants, wellness, football, and entertainment. It ran across Facebook, Instagram, Twitter, YouTube, Weibo, WeChat, and LinkedIn.
Campaign Impact: Running from January 25th to February 25th, 2022, in over 30 countries, the campaign included 7 videos ranging from 1.5 minutes to 15 seconds. It was broadcast on ALL and PSG’s social media channels, and through sports media partners like 433, One Football, and l’Équipe. Ronaldinho also shared the campaign on his Instagram, reaching his 63.1M followers.
Results: The "Play Limitless" campaign achieved remarkable success:
This campaign not only set new performance records for ALL but also surpassed previous ALL x PSG campaign benchmarks. It demonstrated the innovative spirit of ALL - Accor Live Limitless and its ability to stand out in a crowded market by offering a truly unique and limitless hospitality experience.
The Hospitality Awards celebrate innovation and excellence and highlight the most creative initiatives in a sector that is constantly and rapidly changing hospitality.
