To stimulate shoulder season stays in four Accor Hotels flagship brands across the UK, the winter campaign had to offer discounts to stimulate demand in the colder months from business and leisure travellers.
It also had to promote and highlight the benefits of Le Club membership by demonstrating the extra savings that can be made on top of the standard offer.
Taking the clean design style of the current Accor Hotels and Le Club work as a starting point, we developed a look and feel with minimalist type in a clean lockup that worked across the various sizes.
The photography was chosen to help suggest the story of a short break and a shared moment in Britain that focussed more on people and emotion to bring across this feeling.
The treatment of the images was slightly desaturated and modern, with imagery chosen with hints of colour and similar tone, so they feel like they are from the same shoot. This look helped us visually tie the campaign together as in some cases the real-estate sizes were too small to hold the creative headlines.
March 11, 2016