Ogilvy Paris And All.Com, It's Obvious!

Apr. 19, 2023

ALL is the booking platform and loyalty program of the Accor Group. Since its launch in 2019, Ogilvy Paris has been working with the brand on its branding and communication initiatives.

The collaboration between ALL and the agency is reinforced today with the launch of a global campaign aimed at asserting ALL.com in the highly competitive booking platform sector. And to remind people that ALL.com is indeed THE booking platform for Accor Group hotels, offering the best brands at the best price, as well as exclusive and personalized advantages and services.

It seems obvious to use ALL.com when booking a hotel stay anywhere in the world. This is how the "That's ALL.com" campaign was born. From the observation that guests would rather spend time enjoying their stay than researching their stay and comparing the rates that go with it. With Accor's extensive portfolio of over 40 hotel brands on one site, ALL.com is the obvious way to find and book the perfect stay at the best price.

The campaign is intended to be direct, light, and offbeat, bringing a new tone to the brand. The campaign is directed by Charlotte Abramow, a Belgian photographer and director known for her music videos for the Belgian pop sensation, Angèle, among others. The campaign will be launched across the entire ALL network and the Accor Group's brands (on and off-line).

Julia de Sainte-Marie, Head of Experience at Ogilvy Paris said:

"We're very happy and proud at Ogilvy Paris to be working with ALL on a new chapter in its history - through this modern and fresh campaign, we wanted to celebrate both ALL's customers and the Group's commitment to offering the best hotels at the best price."

 

Diane Fanton, VP Branding, Communication and Omnichannel for ALL said:

"The brief was simple yet very complex: to make our ALL.com distribution platform emerge in a very competitive market, with hard-hitting copy that would allow us to impose the brand while working on its understanding. The Ogilvy teams were once again on hand, with a strong concept of simplicity that was immediately obvious. What an accomplishment to see this campaign live! This marks a turning point in terms of both brand positioning and art direction."