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:
Kauli Vaast, supported by Accor since 2017 through its Jo&Joe brand, celebrated his Olympic surfing gold medal in a remarkable event organized as part of the Paris 2024 Olympic Games. Just three days after his victory in Tahiti, Vaast surfed the Seine in the heart of Paris, proudly wearing his gold medal. This extraordinary feat took place between Pont d'Alma and Pont d'Iéna, under the iconic Eiffel Tower, drawing large crowds of Parisians and tourists who admired his talent and shared in the celebration.
This initiative, executed within 36 hours with support from the Paris 2024 Organizing Committee and the City of Paris, perfectly aligned with Accor's promise for the Games: "Crafting treasured memories" ("Vous n’imaginez pas tous les souvenirs qu’on vous réserve"). The event garnered widespread media attention, with visuals of Vaast's Seine surf going viral, shared extensively by both French and international outlets, including the International Olympic Committee (IOC).
Accor's partnership with Kauli Vaast exemplifies its unique athlete sponsorship strategy under the "ALL Champions Family," focusing on passion and celebration rather than pure performance. The company has hosted Vaast globally through its ALL loyalty program and supported his journey as an athlete. Beyond the Games, Vaast contributes by offering exclusive masterclasses at Jo&Joe in Hossegor for ALL members, enriching their connection to the sport.
The impact of this marketing initiative was profound, with exceptional engagement rates, over 5 million views on related content, and its designation as one of the top social media successes for 2024. Accor's collaboration with Vaast not only highlighted the thrill of surfing but also reinforced its commitment to creating unforgettable moments for guests and the global community.
The Hospitality Awards celebrate innovation and excellence and highlight the most creative initiatives in a sector that is constantly and rapidly changing hospitality.
