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Accor

Branded Promotion

Overview

Accor is one of Australia’s and the world’s biggest hotel groups. Managing 13 brands and 4,500 properties globally, the business is gigantic and the need for retailing constant. Winter is traditionally a quiet period. A classic response is to go on sale offering discounts and in-hotel value add. We were engaged by Accor’s loyalty division, Le Club Accor Hotels to create an innovative marketing campaign to address this winter frieze. Our solution was to break convention and create a unique platform, Le Club. Le Bag. that offered members a new piece of Samsonite luggage each time they booked a stay over winter.

We were engaged by Accor’s loyalty division to create an innovative marketing campaign to address the winter slowdown.
Strategy

With a million members in Australia, Accor had a substantial base to activate. The problem was, like its competitors, it drew on the same suite of offers – extra points, extra nights, money off and in-hotel product, like breakfast. This 'menu' of value had lost its impact and was indistinct. Our strategy was to target frequent travellers - versus try to activate ‘hibernators’ - with a new way to leverage their custom: premiums.

Our strategy was to target frequent travellers with a new way to leverage their custom: travel accessories.

Our research indicated frequent travellers were highly responsive to travel accessories, especially luggage technology. We brokered a deal with Samsonite to use their new superlight Firelite range in a promotional platform that enabled members to build a suite of bags the more they stayed.

Identity

The visual identity of sales and promotions is usually loud and proud. Our strategy was to inject a sense of style and glamour into the platform to create cut-through and brand halo from the hard offer. Calling the program, 'Le Club. Le Bag.’ immediately injected a sense of fun and French into the campaign (Accor a French brand). Featuring the red, white and blue of the Firelight range and a sexy character ‘getting away with more’, the overall impression was this was something not to miss.

Injecting a sense of style and glamour into the platform created cut-through and a 'brand halo' from the hard offer.
Advertising

We created an integrated ad campaign targeting frequent travellers, with a focus on Airport OOH and online business news display. While primarily targeting Accor’s loyalty base, the campaign had potential to attract new guests to the Group and take longer-term share from competitors.

An integrated ad campaign targeted frequent travellers at Airports and online business news sites.
Content

To support the campaign we created an experiential branded content piece, for use online, on social media and through in-room TV. This piece was deliberately evocative, executed in the style of fashion brand advertising to up-weight the aspiration and value of the Samsonite luggage and program with frequent travellers.

We created an experiential content piece for online, social media and in-room TV.
Digital

We designed the campaign microsite and registration platform. We also created an EDM campaign targeting the Le Club Accor Hotels member with a CTA to register on the microsite and book now. Accor has Australia’s most visited travel website, accorhotels.com. For this platform we developed a series of interactive promotional panels, plug-ins and display ads.

Photography

Working with one of Sydney's best fashion photographers, we created a library of aspirational travel and lifestyle images for use in campaign material and PR and social media. Shot in and around an Accor hotel, the imagery captures the cheeky feel of the program and sophistication of the product on offer.

Shot in an Accor hotel, the imagery captures the cheeky feel of the program and sophistication of the product on offer.
Collateral

A simple DL flyer was created and distributed throughout Accor’s 400 hotels and resorts across Australia. To create novelty and cut-through in a highly cluttered hotel environment, we created a cute miniature Samsonite Firelite wheely-bag to house and display the DL fliers on reception desks and restaurant counter tops.

To create novelty and cut-through in hotels, we created a miniature Samsonite wheely-bag dispenser for the DL flier.
Experiential

Giant size posters and immersive wall art were installed in Accor’s corporate offices and key hotels using the campaign hero imagery. The Samsonite Firelite range was displayed next to the wall art creating a sense of brand theatre and allowing guests and visitors to interact with the luggage and spark a conversation with hotel staff on the promotion.

The Samsonite range was displayed next to the wall art creating a sense of brand theatre and allowing guests to interact.

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