ACCOR, CREATING THE FUTURE OF HOSPITALITY

ClientACCOR
Category A02. Rebrand / Refresh of an existing Brand
TitleACCOR, CREATING THE FUTURE OF HOSPITALITY
Product/ServiceACCOR AND ALL, ACCOR LIVE LIMITLESS
Entrant BRANDIMAGE DESGRIPPES & LAGA Paris, FRANCE
Idea Creation BRANDIMAGE DESGRIPPES & LAGA Paris, FRANCE
Credits
Name Company Position
Delphine Dauge Brandimage SGK Agency Director
Philip Hwang Brandimage SGK Director Strategy
Alain Doré Brandimage SGK Executive Creative Director
Marcel Wijnen Brandimage SGK Creative Director
Elie Hasbani Brandimage SGK Creative Director

Background

Accor is undergoing a major transformation in its strategy with many acquisitions. The Group has grown into one of the world’s top luxury hospitality players owning 50 brands+ and businesses—hotels, clubs, restaurants, co-working, and tech start-ups. But the consumer doesn’t see this. To embody its ambitious vision of increased hospitality beyond hotel industry offering new experiences to its customers, it was necessary to redefine the Group's ecosystem, showcase the new brand portfolio and get all internal audiences to embrace the change. Bring the Group’s vision ‘Beyond hospitality’ to life, imagine how Accor can drive synergies between its businesses, premiumise the brand to reflect its position as a leading brand in luxury and lifestyle hospitality, and make its business strategy of “augmented hospitality” tangible to consumers. Signify the change in corporate strategy while capitalizing on the reputation and expertise of the Accor brand.

Describe the creative idea (40% of vote)

1/ A strong corporate brand Simplifying the Group’s name from Accorhotels to Accor with a new corporate logo designed to reflect the Group’s leading position. Developing a new brand platform, redefining the group’s brand portfolio around an ecosystem that goes beyond hotel, and creating a new visual brand territory. 2/ Create a new service brand, ALL Accor Live Limitless, the lifestyle loyalty program Evolve the positioning of the Accorhotels Club loyalty program by integrating the Accorhotels.com reservation platform to offer a new relational experience. Create a name for the loyalty platform that brings together all the benefits, services and experiences offered by the Group aiming to enhance the daily lives of its customers and enabling them to live, work and play. A memorable, global, relational lifestyle brand that engages all audiences, particularly in Asia. This unique lifestyle loyalty program aims to strengthen the international visibility of the Group's brands.

Describe the execution (40% of vote)

Accor - premium, timeless, iconic The new logo is designed as a monogram - the seal of excellence associating the ‘A’ with the goose, historical sign of the brand. With its high-end color palette, sophisticated imagery, proprietary pattern and restrained minimalism, the design confidently premiumises the group, while streamlining it with elegant simplicity. Together, this macro/micro play on perspective asserts Accor’s leadership position and highlights its far-reaching vision. ALL, Accor Live Limitless Embodying Accor’s business transformation from hotel operator to lifestyle ecosystem, the new loyalty program gives access to “All of Accor, all for you,” integrating a kaleidoscope of experiences, to live, work, and play. Speaking to all audience segments, lifestyles, and over 30 brands with utmost flexibility, through the Mosaic of Life—a vibrant brand device that flexes in color and content. To support Accor’s dynamic of change we organized numerous workshops in key markets to embark all teams.

List the results (20% of vote)

Accor is now positioned as a premium, high-performance brand that imagines the future of hospitality, centered around a holistic, disruptive ecosystem of Live, Work, Play brands, amplifying hospitality performance. The corporate transformation continues internally, with a streamlining of the group’s internal brand architecture and employee engagement. Accor’s new signature—“Live Limitless”—expresses the group’s ambition to connect and elevate lifestyle moments, and the belief that boundless hospitality brings inspiration to life. The rebranding was a major hit when announced at the IHIF trade fair. In the words of the client, “This is the first time I’ve seen a brand refresh and logo redesign that’s universally loved.” Over the course of 4 days, close to a fifth of all trade conversation revolved around Accor. Immediate impact garnered within 4 days of launch: • 7x more mentions on social media vs. daily average • 75k+ social media engagements • 1B potential impressions