International hospitality chief, Accor, has joined forces with main content material studio, Lovely Locations, to launch a groundbreaking marketing campaign that makes use of video content material to encourage wanderlust and reinforce model love. The mission, titled ‘For ALL The Travellers In You’, leverages progressive storytelling and dynamic content material creation to showcase Accor’s main manufacturers and immersive locations.
While Asia, the Pacific, Center East, and Africa function the launchpad for the worldwide activation of the mission, with fascinating content material already making waves on-line, the marketing campaign is ready to broaden throughout the globe, creating content material that resonates with audiences worldwide.
Accor’s transformative initiative is just not merely about advertising; it’s about revolutionising how the hospitality trade connects with shoppers. Recognising the restrictions of standard static imagery in capturing the essence of ALL – Accor Dwell Limitless, Accor’s way of life loyalty program, and the invaluable contributions of its staff, the corporate sought a accomplice who might deliver its imaginative and prescient to life. Lovely Locations – a multi-award-winning technique, artistic, and content material studio with one of many world’s largest and most influential on-line journey communities – was the right collaborator for Accor’s formidable mission.
Collectively, Accor and Lovely Locations are reshaping shopper perceptions and enhancing model visibility by means of dynamic, personalised content material creation. With a mixed social media following of over 32 million throughout two of its platforms (Lovely Locations with 26 million followers and Lovely Inns with 6 million followers on Instagram), the partnership has huge attain. The mission’s thematic focus, ‘From Daybreak to Nightfall’, spans 21 Asian, Pacific, and Center Jap locations and 67 motels up to now with one other 20 locations within the pipeline, showcasing culturally wealthy experiences inside and past Accor’s properties. This strategic partnership goals not solely to encourage wanderlust, but additionally to foster deep viewers connections and amplify Accor’s digital model presence.
The pioneering marketing campaign harnesses the facility of video content material, leveraging the truth that video is 80 p.c extra memorable than textual content or photos. This multimedia method faucets into feelings with storytelling that static content material can’t match, resonating with the 85 p.c of Asia-Pacific customers who watch a minimum of one video when planning their leisure journeys. At the moment’s digital journey inspiration and planning embody quite a lot of platforms, with short-form video consumption on the rise, evidenced by the sturdy progress of TikTok and the recognition of reels and shorts on widespread channels resembling Meta and YouTube.
Along with the ‘From Daybreak to Nightfall’ content material, the partnership resulted in additional than 2,000 high-quality images, over 400 15-second cutdowns, and greater than 400 vertical movies (5-15 seconds) up to now. The marketing campaign’s versatile content material can be utilized to boost occasion experiences, throughout member recruitment efforts, and as compelling model pitch instruments for companions and gross sales.
The collaboration goes past content material creation; it encompasses distribution methods that drive bookings, model recognition and engagement. By leveraging Lovely Locations’ experience in journey content material and Accor’s intensive portfolio of manufacturers and motels, the partnership ensures that each piece of content material serves a goal, resonating with audiences and driving tangible enterprise outcomes. The pilot part elevated Accor’s advertising efforts, portraying its motels as immersive locations and reshaping shopper perceptions.
Over 1,000 devoted Accor staff supported the initiative, with 300 actively collaborating as fashions, showcasing their skills and exemplary service. This collaborative effort displays Accor’s unified spirit and shared values, fostering cohesion amongst staff whereas empowering the group to speak its model narrative successfully.
Kerry Healy, Chief Industrial Officer, Center East, Africa, Turkey & Asia Pacific, Premium, Midscale & Economic system, expressed her pleasure concerning the initiative: “We’re extremely enthusiastic about this groundbreaking initiative, which represents a pivotal second for Accor in revolutionising hospitality advertising. Partnering with Lovely Locations brings an unparalleled degree of attain, innovation, and gorgeous visible aesthetic to our marketing campaign. With their intensive social media following and repute for creating fascinating content material, now we have a singular alternative to showcase Accor’s main manufacturers and locations to a world viewers. This collaboration permits us to not solely drive elevated income and occupancy charges, but additionally to determine lasting connections with travellers all over the world.”
Jeremy Jauncey, Founder & Chief Govt Officer of Lovely Locations, shared his ideas concerning the partnership: “We couldn’t be prouder to have partnered with Accor in such a deep and significant approach to help their advertising efforts and create content material throughout Asia, Asia-Pacific, and the Center East. It’s broadly understood that many visitors now start their journey planning on social media and with video content material, so to offer what visitors want at every stage of the consideration funnel, Accor is main the way in which in hospitality advertising by launching such a complete content material technique.”
With Accor’s ‘For ALL The Travellers In You’ marketing campaign set to ship tangible enterprise outcomes, together with heightened income and occupancy charges, the model’s dedication to sustainability and distinctive visitor experiences shall be prominently highlighted. The marketing campaign underscores the group’s dedication to innovation, excellence, and visitor satisfaction, reaffirming its place as a trailblazer within the hospitality trade.
