The Accor Hotels Loyalty Program, 'Advantage Plus', was undergoing a transformation. A new brand, 'Accor Plus', was developed with a distinctive offer to current and new members.

Accor asked Art of Multimedia to develop a Welcome Pack that would meet the business objectives and personify the brand’s key essence of experience more…

After working through several concepts AOM proposed the new Welcome Pack, to be delivered by mail or in person. Designed with the Accor banache on an embossed seal, which unfolded in a tactile rich fashion to reveal more and more of its content.

The pack communicated in an exciting and visual style of the new brand, explaining the benefits of the program and included the mandatories, such as terms and conditions, as well as various offers and vouchers.

All collateral was translated into multiple languages (Bahasa, Mandarin, Hindi) to ensure every Accor Plus member across Asia Pacific was catered for, including customised special offers by region.

A suite of complementary digital communications followed, ranging from posters, front desk signage, pull-up banners and more, to ensure the Accor Plus brand was consistent across all customer and staff touchpoints.

A sophisticated video presentation was created to allow the CEO to present the new brand to key stakeholders across the region ahead of the brand launching, gaining high-level buy-in, and building excitement.