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Accor Live Limitless
Asia Launch Campaign Strategy + Creative Concept
Asia Launch Campaign Strategy + Creative Concept
PROJECT MANAGER / CREATIVE SUPPORT | MASH BRANDS
ALL Accor Live Limitless is the loyalty program of Accor S.A. - EU’s largest hospitality group and 6th largest in the world. They manage over 5,000 properties and 110 countries all over the world, under 44 brands, including: Raffles, Fairmont, Sofitel, M Gallery, Pullman, Novotel, and Tribe.
THE CHALLENGE
The newly-created ALL program launched across Europe in 2019 right before COVID struck, leaving the Asia launch in limbo. As borders began to open up, the question was raised: how could we re-launch ALL in a way relevant and reflective of the Asian market?
THE SOLUTION
Our solution was to go build a world-class team with experience across Asia, Hospitality, and Luxury to back to basics with a three phase Strategic Discovery + Creative Sprint + Creative Development process, to audit the brand and existing knowledge, coupling that with stakeholder interviews and market research in all key markets, to develop a new creative approach founded on rigorous data-driven strategy.
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STRATEGIC DISCOVERY
A comprehensive and in-depth discovery and workshop session to develop an Accor Live Limitless strategic proposition for the SEA/JP/KR region.
Led by Lisha Klopper, this began with desktop industry research and a brand audit, before then moving onto internal and external target market research, conducting 1:1 stakeholder interviews with regional and loyalty experts within the Accor team as well as an online target audience survey for additional insights.
This laid the groundwork for a rigorous 90 minute Strategic Discovery session with 8 key internal owners to present and discuss comprehensive strategic learnings, during which we developed 3 strategic territories for review.
After extensive discussion 2 of these strategic territories were combined into a final strategic proposition document titled “All you need” - which included a manifesto, category, culture, brand and customer insights, regional insights, visual and communication differentiation, customer journey and proposed brand pillars.
The baton was then handed over to our creative director Jon Ollivier.
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CREATIVE SPRINT
An interactive creative workshop session with key Accor project owners and leaders to engage and align, and secure buy-in on a strategic creative approach.
Led by Creative Director Jon Ollivier, along with Art Director Mirte and Senior Copywriter Keat and myself, we took our newly minted Strategic Proposition into a 90 minute Creative Sprint with key Accor stakeholders in an Insight / Idea / Improvement model to deep dive into local and international travel and hospitality insights in the region.
These insights and learnings were grouped into 3 creative territories for review and discussion, after which we developed our final creative proposition - the “World Like Never Before”, which included a manifesto, art direction, tonality, sample assets and activations.
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WLNB TOOLKIT
Implement the World Like Never Before into a set of campaign guidelines and develop a comprehensive Campaign Toolkit for local partners.
On confirmation, Jon then led our designers Mark Peters and Kat Berg to incorporate the concept and detailed client feedback into a comprehensive Campaign Toolkit which included a creative concept manifesto, visual direction for photoshoots and images sourcing, tone of voice guidelines, a full collection of sample toolkit assets for brand and tactical executions across digital and print, as well as some sample activations.
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THE TEAM
Account / Project Manager: Rich Akers
Strategy Director: Lisha Klopper
Creative Director: Jonathan Ollivier
Art Director: Mirte Van der Lugt
Senior Copywriter: Keat Soh
Graphic Designers: Mark Peters, Kat Berg
Strategy Director: Lisha Klopper
Creative Director: Jonathan Ollivier
Art Director: Mirte Van der Lugt
Senior Copywriter: Keat Soh
Graphic Designers: Mark Peters, Kat Berg