Hospitality has been disrupted by AirBnB, especially for under 35 y.o. Historical companies are disconnecting with millennials, a key target. AccorHotels wants to reconnect with them through their passion, music being the #1.

As naming partner of the AccorHotels Arena, where many worldwide artists perform, we connect with millennials. But to create a stronger link with them we had to go one step further: how to create a special experience around millennials passion with a real & relevant role for AccorHotels?

We only have the legal right to promote the AccorHotels Arena, not the artist performing.

However, when we saw that Imagine Dragons, DJ Snake & Kendrick Lamar, 3 of the most influent artists around millennials, were performing 4 shows in only 5 days at the AccorHotels Arena, we had to do something create. To bypass this legal constraint around artist, we created our own event, using a “code” name introduction our concept:

3 shows / 4 shows / 5 nights

From Feb. 22 au 26, AccorHotels presents the Suite 345!

We had very few paid media on this event, looking for many earned media if the exceptional side of our experience would seduce the numerous artists’ fans, artist that we were naturally & freely associated with.

We also launched on all our AccorHotels owned media and many shared medias thanks to AccorHotels Arena SoMe account & website, reaching a very relevant target.

73 221 fans registered on our website in 3 weeks.

A total 3 times higher than the previous program record, with a 1,43€ record cost per fan registered.

+ 11M individual fans reached on SoMe and + 547 000 fans engagements in 4 weeks.

An overall 5,1% engagement rate all along our campaign, taking in account all social media.

A 0,19€ cost per engagement & 0,009€ cost per view, highly lower than paid advertising standards.

Key SoMe & print earned media (Yahoo !, 20 minutes.fr, Grazia, Melty) and, for the 1st time of the program life, earned media in radio (RTL 2 morning show, Double expresso) and TV (more than 6 min in C8 midday program William a midi)

Also, for the first time, the biggest national influencers (Squeezie, Natoo, BigFlo & Oli) were engaged & created content for free around our campaign and their experiences for their community.