Gen-Z, Millennial Opps: Accor launches campaign ahead of expected surge in travel
Accor recently unveiled a new campaign - "Unveil the World" encourages consumers to return to traveling during the upcoming summer months. Accor-ding to Patrick Mendes, the chief commercial officer whose responsibilities include marketing, Accor's hygiene and cleanliness protocols "go beyond local and national requirements," which certainly appeals to people still trying to stay safe from the virus. Its new campaign, developed by Studio 66, debuted as a short film and will also roll out through Accor Live Limitless (ALL), a lifestyle loyalty program. It features brand ambassador such as American dancer and choreographer Lil Buck.
**Note: Mendes is headquartered in France, so reach out to other DMs for now.**
Accor-ding (don't hate me for using it twice) to Pathmatics, Accor has spent roughly $55.4k on digital ads YTD, only around a tenth of the roughly $499.2k it spent within the same 2020 timeframe. The company's estimated full-year spend of 2020 dropped by % to $583.8k from that of $767.7k in 2019. So far this year, Accor has earned around 8b digital impressions via Facebook (61%), desktop display (25%), Twitter (12%) and mobile display (1%) ads. Most (79%) of this year's desktop display ads have been placed site direct onto travelocity.com.
Of course, I expect Accor's spend to pick back up now that people are planning to travel more; the drops in spend make sense considering the pandemic's severe effect on the industry. Right now, Accor seems to be primarily targeting Gen-Z and millennials, so you may also have luck offering podcast and/or OTT ad space.
Agency & martech readers - Focus your attention elsewhere for now; I see no major reason for Accor to conduct agency reviews anytime soon.