Applied to:
This award recognizes a marketing program that has successfully enhanced and promoted a brand, a group or a concept/product through innovative initiatives, tools or partnerships. The marketing initiative must demonstrate a deep understanding of its target audience and will have successfully engaged and inspired them through creative and effective collaborations.
* Brands/Groups may submit themselves or partners/agencies may submit on behalf of their clients.
The project:
AccorInvest’s City Tour Campaign is an innovative B2B marketing initiative designed to claim the group’s identity, showcase its strategy, and engage a diverse professional audience. Launched in November 2023, the campaign featured seven visually appealing videos, styled like B2C travel commercials but targeted at a B2B audience. Shot in key European cities within AccorInvest’s hotel portfolio, the videos emphasized the group’s dual role as an investor and operator under Accor brands, highlighting its sustainability and community impact.
The campaign leveraged LinkedIn's advanced targeting tools, ensuring precise audience reach based on professional roles, industries, and other criteria. Over two periods (November-December 2023 and June 2024), it achieved remarkable results: a 48% increase in LinkedIn followers, 15.6 million impressions, and engagement rates well above industry benchmarks.
AccorInvest collaborated with "la meilleure prod," a video production agency, to deliver a high-impact visual narrative. The campaign combined storytelling, emotional appeal, and visual creativity to captivate its audience, clarifying misconceptions about the brand while highlighting its values and ESG commitments.
The campaign’s qualitative results, measured through an independent survey, showed improved perceptions of AccorInvest, better audience understanding of its operations, and appreciation for its CSR initiatives. Audiences described the company as innovative, sustainable, and impactful.
In summary, the City Tour Campaign successfully adapted B2C marketing techniques for B2B purposes, enhancing AccorInvest’s visibility, reputation, and audience engagement. It demonstrates the power of creative marketing in bridging perception gaps and fostering meaningful connections.
The Hospitality Awards celebrate innovation and excellence and highlight the most creative initiatives in a sector that is constantly and rapidly changing hospitality.
