Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?Accor is a world-leading augmented hospitality group offering unique and meaningful experiences in 5,300 hotels, resorts, and residences across 110 countries. North America is home to many key brands within the portfolio, including Fairmont, Sofitel and Novotel. After travel ground to a halt in 2020/2021 due to COVID, we wanted to encourage people to take the trip of their dreams as the world opened back up. As we made our way into 2022, we sought to bring back the romance and glamour of travel with our latest campaign, It’s ALL Possible. Through this campaign, we were also looking to raise the profile of our loyalty program, ALL – Accor Live Limitless. We partnered with Momentum Worldwide, and actress, director and philanthropist, Priyanka Chopra as she gave viewers a glimpse of what her own blockbuster vacation would look like. With this campaign, we aimed to show our guests that they could live out their travel dreams and go on a trip that resembled something out of a Hollywood movie, conveying the message that It’s ALL Possible! The videos and supporting offer were housed on a microsite which we promoted via email, display & social advertising. In addition, we commissioned a series of long-form, destination- focused articles to provide further travel inspiration. We featured the videos, offer and articles on the ALL social media accounts and had the opportunity to promote the content through Priyanka’s channels as well. The accompanying offer consisted of an escalating discount of up to 30% off, which got better the longer the guest stayed. Audience • North American travelers, ages 35-54 • Existing loyalty members of ALL • Accor and brand databases • Priyanka’s social media followers Goals We set the following measurable objectives for the campaign: - Raise awareness around ALL; achieve 750 million campaign impressions - Exceed 2019 room bookings from the same period by 20% - Exceed 2019 revenue from the same period by 10%

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)Overall, the campaign was a resounding success! Not only did we achieve an incredible 1.7 billion combined impressions across digital, social media and PR, but most importantly we saw a 111% increase in bookings and 164% increase in revenue, versus the same period in 2019 (pre-COVID). The campaign also generated huge buzz and was picked up by top-tier international publications, such as Travel + Leisure, Conde Nast Traveler and the New York Post.

Budget: Please include total budget vs. total actual cost. How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?While both the budget and cost are confidential, the revenue generated drastically exceeded our goal. As stated above, we saw an incredible 164% increase in revenue from the same period pre COVID. *Case Study video is not for distribution.

Objective(s): What problems did the sales, marketing & guest satisfaction, or revenue optimization technology aim to solve?

Innovative use of technology: The extent to which new directions are charted or old challenges are resolved by using the technology in a new way.

Implementation & creativity: How was the technology implemented so that it was easy to use, solved a manpower problem, streamlined a function, or fueled recovery?

Results & Evaluation: How did the technology move the department or business forward to achieve goals, revenue or otherwise?

Goal: How did you demonstrate that you are committed to advancing diversity in your organization through your marketing?

Initiatives: Describe the promotion. What was your organization’s message and how does it foster diversity? How was the target audience channel developed/pursued?

Results: Please describe how your organization was purposeful in advancing diversity through this initiative. Please describe the metrics you used to judge success. What were the forecasted and actual outcomes described in your Key Performance Indicators (KPI)? What impact did the initiative have on your organization and for your customers?

Entry TitleIt's ALL Possible

DivisionIntegrated Campaign - Content Marketing

CategoryIntegrated Campaign