Applied to:
This award recognizes exceptional marketing programs that have successfully enhanced and promoted a brand or a concept through innovative initiatives, tools, and partnerships. The winning program will have demonstrated a deep understanding of its target audience and will have successfully engaged and inspired them through creative and effective collaborations. The award recognizes programs that have successfully leveraged partnerships to create a greater impact and achieve business goals.
The project:
In 2024, France will host the Paris 2024 Olympic and Paralympic Games, drawing visitors and athletes worldwide. Accor, a global leader in hospitality and France's top hotel operator, will play a pivotal role by accommodating spectators, tourists, and accredited guests with top-notch service across its hotels and brands.
To enhance its involvement, Accor created the "ALL Champions Family," a team of athletes distinguished by their focus on passion, commitment, and celebration, rather than purely on performance. This initiative aligns with Accor's values of passion, CSR commitments, and diversity in sports. The ALL Champions Family comprises athletes aged 17 to 54, including both men and women and four Paralympic athletes, reflecting French sporting excellence and a wide range of experiences.
Accor's ALL Champions Family embodies the company's dedication to personal passions and corporate social responsibility, selecting athletes committed to societal and environmental causes, including support for LGBTQIA+ communities. This initiative underscores the inclusivity and diversity inherent in Accor's ethos.
To introduce this initiative to the public, Accor launched a 360° strategy, highlighted by a TV film that takes viewers on a journey through an Accor hotel, showcasing interactions between athletes, customers, and staff. This campaign is bolstered by a digital presence and a dedicated website, offering insights into the athletes' commitments and passions and opportunities to win tickets to the Games.
The campaign extends to the Accor Arena, featuring a dedicated area where spectators can engage in the athletes' sports. A new VIP box in the arena allows ALL members to enjoy events in a vibrant atmosphere reflective of the ALL Champions Family. Additional activations are planned to support this partnership and the ALL Champions Family through the end of 2024.
The Hospitality Awards celebrate innovation and excellence and highlight the most creative initiatives in a sector that is constantly and rapidly changing hospitality.
