A new destination for Accor Plus

Offering member discounts and benefits at more than 570 hotels and 800 restaurants, Accor Plus is Asia Pacific’s most expansive travel, dining and lifestyle program.

Previously known as Accor Advantage Plus, Accor Plus is a subsidiary of Accor Hotels – the world’s leading hotel group with over 4,000 properties in 92 countries.

The brief

As part of a comprehensive re-branding program across Asia Pacific, Accor Plus needed a new website. One of our digital agency partners, webqem, was tasked with designing and building the new site, and recommended Business Copywriter as their preferred web content writer.

After winning a competitive pitch, the client provided us with a thorough brief, including sharing their new branding guidelines, which detailed the desired copy style and tone of voice. This fantastic brief was a crucial aspect in achieving a successful end result.

The approach

In consultation with the Director of Marketing and Member Experience, Mira Mikosic, we developed a plan to deliver new web content section-by-section in line with key sign off dates. This is a standard process for larger websites and creates important time efficiencies, as it allows the client to review draft content while we’re busy working on the next section.

The result

The end result was a full website re-write that was delivered ahead of schedule with minimal changes. Most importantly, the new web copy had the right tone of voice, was written in a way that engaged the reader and was on-brand. But don’t take our word for it…here’s a snippet of the feedback we received from the client:

“Thanks again for suggesting and introducing us to Business Copywriter.
They delivered the first content yesterday and it’s awesome!

You made it to hero of the month! Thanks so much. Just perfect.”

Needless to say, we were pretty chuffed with the outcome and thoroughly enjoyed working with a great client on such a great project.

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