[Update] Accor unveils its campaign for the Paris 2024 Olympic and Paralympic Games

5 min reading time

Published on 27/06/24 - Updated on 28/06/24

Source: CP

Accor, as a Premium Partner of Paris 2024, has presented its new advertising campaign for the Paris 2024 Olympic and Paralympic Games.

The campaign includes a 60-second main film directed by Vincent Lobelle (Iconoclast) called "Glace", two short formats and visuals by Aurélien Chauvaud.

Under the slogan "You can't imagine how many memories we can create for you", the campaign highlights Accor's commitment to exceptional hospitality. It highlights the efforts of Accor's 40,000 Heartists® in its 1,700 hotels in France, showing their dedication to creating experiences for guests.

“The campaign aims to celebrate the spirit of the 2024 Paris Olympics and Paralympics and to showcase the values of excellence, surpassing oneself and respect that Accor holds dear. It highlights Accor’s vision of hospitality and its ability to offer outstanding experiences to its guests during all the major events that inspire and bring people together throughout the world”. -Stéphanie Dartevelle, VP Sponsorship Europe & North Africa at Accor

The campaign features stories of Heartists® going the extra mile: a concierge named Jean who goes on an adventure to bring an ice cream to a young customer, a waitress who uses her skills to avoid a mishap, and a receptionist who strives to return a customer's misplaced camera. These vignettes illustrate the importance Accor places on customer satisfaction and memorable service.

The campaign will be broadcast on television and digital platforms from 23 June to 15 September, as well as on billboards in railway stations and airports, to reach French and international travellers. In addition, Accor, as a Premium partner, will use the campaign only in France.

“We wanted to create a blockbuster film for this campaign while simultaneously retaining a certain playfulness to entertain French audiences and make them smile. By featuring Heartists® as top athletes who will go to any lengths to satisfy their guests, we are highlighting Accor’s dedication and its expectations when it comes to hospitality. Vincent Lobelle’s talent took care of the rest, enabling us to create a vibrant and joyful film that reflects Accor’s values.” - Fabrice Plazolles, Creative Director at Havas Play

As a premium partner of the Olympic and Paralympic Games, Accor has also placed a strong emphasis on accessibility and how hotels can be made accessible so as to welcome everyone.Using Paris 2024 as a catalyst, Accor's Heartists® are improving the guest experience in hotels, focusing on inclusion, equity, and diversity. Moreover, Accor is working to obtain the "Tourism and Disability" certification for its French hotels. By April 2024, over 330 hotels in host cities were involved in the certification process, surpassing the initial goal of 300. Furthermore, the  hotels offer several accessibility features, including an internal hotel GPS app for visually impaired guests along with accessible guest rooms.

It needs to be noted that Accor will manage several key services in the Athletes and Media Villages for the Paris 2024 Olympics and Paralympics Games. The group's responsibilities include providing and laundering bed linen and towels, maintaining cleanliness in apartments and communal areas and managing  the Residents Information Center. The accommodation for the athlete's village consists of 71 flat blocks. In addition, the media village, which comprises 23 buildings, offers the above-mentioned services as well as breakfast, with a focus on waste reductionPreserving its commitment to sustainable development,  Accor has partnered with companies that meet their standards in textile quality, CSR commitments (Ecolabel), and responsible sourcing, for the Athletes and Media Villages at the Paris 2024 Games. The media village is currently operational and ready to welcome the arriving media professionals.

“For the first time in the history of the Olympic & Paralympic Games, a hotel group is contributing to the management of the Athletes and Media Villages. The buildings we will be operating are configured as apartments so they can be used by people after the Games. They required substantial modification for our teams who are used to operating in a hotel environment. Thanks to the experience gained over previous sporting events, Accor is ready to rise the challenge”. - Tony Vasselin, Senior VP Operations – Athletes and Media Villages, Accor

Recruitment is crucial for the efficient operation of the Athletes and Media Villages. Over 700 individuals will be working throughout the duration of the 2024 Paris Games.  Along with the above, Accor has introduced for the Paris 2024 Games a specialized training program for its teams, called "Sportist Training", offering over 20 modules tailored to hotel needs. This training program is also available to other hotel operators and event partners hosting guests during the Games.

In celebration of the 2024 Paris Games, Accor introduces Mood Service in select hotels. Each evening, guests can relax on terraces, rooftops, bars, and restaurants, participating in activities based on their mood, such as makeup sessions, bar drinks, or receiving supporter kits. Accor's Food & Beverage offerings will also reflect the spirit of Paris 2024, as guests will be able to enjoy breakfast dishes inspired by athletes from the ALL Champions Family. Additionally, some hotels will offer takeaway dishes for guests on the go and various bars will host themed events, games, and gift experiences through special collaborations.Moreover, the hotels will be dressed in the colours of the Olympic Games, with a specific pictogram.

Accor has planned an extensive media presence with France Télévisions for the Paris 2024 Paralympic Games, reinforcing its commitment to inclusion and support for disabled athletes.

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