Challenged by Airbnb or Tripadvisor who diversify their offer, and by OTAs like Booking.com or Expedia, the hotel group Accor increases its offer by launching its booking platform and loyalty program ALL - Accor Live Limitless in December 2019. Since its creation the group at first all bet on awareness, In January 2022 ALL took the floor to publicise the still unsung booking features of its platform. Not just All, All.com.

How do you build awareness and adoption of a booking platform when the travel industry is still uncertain? With the particular challenge of the recovery of the travel economy and the essential need to promote a booking platform as better than the others on a market saturated with the same speeches and arguments: lowest price.

By demonstrating the extraordinary and therefore superior hospitality experience that ALL offers. Making the most limitless staging of the promise because Accor Live Limitless.

How to make the difference in this booking competition ?

By using the PSG sponsorship with an unexpected hero… A referee !

In a let go feeling movie.

For once, it was him who got a yellow card (an ALL Gold Card member) far from restriction, he started to PLAY LIMITLESS in a global social media campaign, exploring all our booking platform advantages. At the same time, PSG players played rid of rules, started a limitless match, mixing boys, girls and legends in a purely entertaining way. A match so special that one of the world’s biggest football legends, Ronaldinho, makes his comeback for it !

That’s how we get everyone’s attention on social : with an anti-hero that everyone could relate to.

Accor's perks & rewards program ALL answers to the OTA’s booking strategy to remain the leader in the European market. We made it visible thanks to the partnership with PSG. But another side is missing: its online booking platform.

After 2 years of COVID deprivation, people would rush again on OTA's. So, we claimed a new and better form of hospitality, not only driven by prices.

The strategy to turn a digital campaign into a spectacular online tutorial on how to book an augmented hospitality experience where the address of my hotel also becomes the one of my restaurant, spa, bar and my coworking space in the city. Demonstrating how ALL have already changed the rules of the travel industry.

The target audience was Accor owned audience, interests around restaurants, wellness, Football, Entertainment, Competitors, Frequent travellers and Business.

On different platforms: Facebook, Instagram, Twitter, YouTube, Weibo, WeChat, LinkedIn.

The “Limitless” film runned across Accor Live Limitless’s social media channels from January 25th to February 25th, in more than 30 countries.

In total, 7 videos from 1,30 min to 15 sec were broadcasted on ALL’ and Paris Saint-Germain’s social media, and on powerful sports media partners like 433, One Football and l’Équipe.

And last but not least, Ronaldinho pushed the movie on his Instagram account (63,1M followers).

It’s the first time ever at ALL that a campaign is massively relayed by countries.

With more than 335k clicks on ALL booking page, 247M impressions, 63,8M video views, a completion rate of 28% on average and 1,4M engagements, the Play Limitless campaign broke some high standard records of previous ALL x PSG campaigns .

Furthermore, this campaign also broke records with our partner Paris Saint-Germain.