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Marketing Featured APAC

Accor launches Pacific-wide campaign for lifestyle app, ALL.com

Australia – As travel plans were disrupted due to the pandemic, many hospitality companies have been making efforts in reigniting people’s love for travel. With this in mind, Accor has launched a Pacific-wide ‘ALL – Accor Live Limitless’ marketing campaign to promote ALL.com as the all-encompassing digital destination for the best travel experiences, with incredible loyalty benefits.

The brand campaign leads with some of Accor’s preeminent brands such as Sofitel, Pullman, Novotel, and Mercure, as well as Mantra, and ibis, connecting them to ALL.com. It highlights the many benefits of the ALL – Accor Live Limitless loyalty programme, such as room upgrades and limitless experiences.

The ALL.com brand campaign is now available until 30 September 2022, and will come to life through various campaign elements, including paid media, promotional spots on Australia’s #1 breakfast show – Sunrise, a national competition airing across New Zealand on TVNZ 1, digital advertising, and social media, as well as video content. It also includes partner advertising, such as LED signage and video advertising on Accor Stadium screens, plus Accor brands on LED signage at AFL and NRL matches across the region.

Moreover, the campaign has also owned channels, including email marketing, app, and website display advertising, social media campaigns, and assets for digital screens at Accor properties and hotel social media channels and websites. A tactical promotion of Accor’s flexible rates across the Pacific is also included in the campaign, with rates starting from AU$119 per night in Australia at ibis Melbourne Central, and NZ$99 per night in New Zealand at BreakFree on Cashel Christchurch. There is also a loyalty offer giving members of ALL, who will book before 30 June 2022, 2X Reward points for stays until 30 September 2022.

Sarah Derry, Accor Pacific’s CEO, shared that increasingly, their guests are seeking more personalised experiences and this brand-led campaign showcases the richness and quality of choice across the Accor network, promoting ALL.com as the gateway to discovering more destinations and incredible experiences.

”Guests have access to multiple unique experiences through ALL.com, from our collection of boutique MGallery hotels, experiencing Swiss indulgence with Chocolate Hour at Mövenpick Hotels & Resorts, through to relaxing in Mantra’s spacious family apartments,” said Derry.

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Platforms Featured Southeast Asia

Traveloka to onboard access to Accor properties via new tie-up

Singapore – Accor, a global hospitality operator has announced a new distribution partnership with Traveloka, Southeast Asia’s lifestyle superapp. The announcement was held at Raffles Jakarta, one of Accor’s luxury properties, in the presence of Accor’s CEO Southeast Asia, Japan & South Korea, Garth Simmons, and Traveloka’s COO, Alfan Hendro.

Accor and Traveloka’s connectivity partnership will allow visitors to access Accor properties in 13 countries via Traveloka’s platform. This is projected to increase as Traveloka expands its international business into Europe, where Accor is the dominant hotel group.

The partnership will also be supported by dedicated marketing initiatives such as In-app Exposure, Traveloka LIVE, and social media collaborations, which will help promote travel recovery throughout Southeast Asia. Travelers will be able to book a wide range of Accor hotels through this distribution network, with access to real-time availability, special deals, dedicated mobile pricing, and the convenience of payment for any transactions completed on the app.

Kerry Healy, chief commercial officer of  Southeast Asia, Japan & South Korea at Accor, shared that this is the perfect time to launch their distribution partnership with Traveloka, as they will be a key distributor and partner to support their growing pace across Indonesia and drive outbound travellers to other markets in Southeast Asia and beyond.

“This partnership will allow us to increase the value proposition for our guests across the region, allowing great booking options and flexibility for avid travellers. We believe Traveloka is our ideal partner to strengthen our visibility on the Indonesian market thanks to our complementary expertise in lifestyle and travel,” Healy said.

Alfan Hendro, chief operating officer at Traveloka, commented, “With its extensive and diverse accommodation network, we are thrilled to welcome Accor into our comprehensive portfolio of offerings, bringing convenience even closer to our customers. Our strategic partnership with Accor will continue to cement Traveloka’s commitment in providing the best, seamless travel experience for our customers and accelerate stronger business growth in Southeast Asia. 

Hendro added, “As a lifestyle superapp, we are revolutionizing lifestyle services for millions of consumers, redefining how they live, play, and discover new adventures in their very own backyards and across the world.”

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Marketing Featured ANZ

Accor ANZ reignites love of cities in new ‘Go ALL Out’ campaign

Australia – As travel restrictions are gradually being eased, global hotel operator Accor in Australia and New Zealand has launched a new campaign called ‘Go ALL Out’, with the aim to motivate travelers to seek out city experiences across the region.

The campaign is centered around a comprehensive and eclectic program of events, both large and small and across a diverse range of genres, taking place in cities across the region. The gateway to the ‘Go ALL Out’ campaign is Accor Live Limitless (ALL) – a lifestyle loyalty program that integrates rewards, services, and experiences throughout the Accor portfolio of brands.

These events are featured on a central campaign and events hub on ALL.com, which showcases more than 150 Accor-created and Accor-supported events.

Created in collaboration with creative agencies Special Group and John+John, the campaign will be running until 30 September 2021. It seeks to tap into the travelers’ passion points such as live music, food, and wine experiences, arts and culture, or sporting events.

To curate the line-up, Accor has collaborated with many of its major event and sporting partners, such as Vivid Sydney, the AFL, Melbourne Food & Wine Festival, and Museum of New Zealand Te Papa Tongarewa, as well as Winter Pride Queenstown, among others.

Furthermore, Accor properties across ANZ are activating their spaces with a range of bespoke events. For example, Sofitel Sydney Darling Harbour’s iconic Champagne Bar is inviting guests to celebrate Sydney Solstice and Fête de la Musique (France’s summer solstice festival) with live music, a collection of gin-infused cocktails, and a Yarra Valley Bloody Shiraz Gin Caviar pairing, which will be running until 20 June on Wednesday to Sundays.

Meanwhile, in New Zealand, Novotel New Plymouth Taranaki is celebrating Matariki (Māori New Year) with a degustation dinner hosted by renowned chef Martin Bosley and Kono on 8 July.

Accor Pacific’s CEO Simon McGrath shared that through the ‘Go ALL Out’ campaign, Accor will be showing their magnificent cities at their best, as vibrant and exciting destinations, bursting with culture and experiences. 

“By working with our incredible partners, we have curated a series of amazing events to inspire travel which will get our cities moving again,” said McGrath.

Across these events, ALL and Accor Plus members will enjoy exclusive access to offers, events, and limitless experiences.

The ‘Go ALL Out’ campaign is already available in paid media ads and owned channels.

Accor has more than 380 luxury and economy properties across the ANZ region, including international brands such as Sofitel, MGallery, Art Series, and Pullman, as well as Swissôtel, and Novotel, among many others.