All Seasons is a European network of economy, non-standardized hotels, the majority of which were developed as part of a franchise. The chain comprises independent hotels, with a minimum 50-room capacity that combine quality and convenience. These hotels are situated in the heart of cities and major centers of activity.

Deployment concept for Accor's Communications Spaces

In order to devise the marketing strategy for All Seasons, Accor called on Business & Decision to create an attractive and evolutionary, ephemeral website, and furthermore to adapt the concept for Accor's internal and external communications spaces.

Out of concern for confidentiality and respect for the constraints announced at the official launch of the All Seasons brand, Business & Decision worked on the communications concept, without prior knowledge of the name, the brand or the visual identity. The complexity of the website's creation resided in the creation of a qualitative and differentiating brand, which reflects the four values of All Seasons:  

• Simplicity,
• Engagement of an entire network for exemplary quality,
• Accessibility,
• Interactivity, thanks to new technologies.

"The creation of a brand universe has been a real challenge for the teams since the storyboard and the communications concepts have been created from scratch, without any representation of the visual identity to ensure confidentiality."

Benoît Liger-Belair, Business & Decision e-Business Manager.

Thanks to the indirect and innovative approach proposed by Business & Decision, the website (http://www.businessdecision.co.uk/externe/) features an animated, pictographic character, which plays the role of a guide and assists the browser in discovering the All Seasons universe through an e-movie, played entirely in Flash.

Produced in three languages, the website http://www.businessdecision.co.uk/externe/ has been conceived entirely by Business & Decision: the functional design, the graphic concept, the written content, the HTML layout, the realization of the online Flash animations and the creation of the musical background.  

The site hosts two distinct spaces, one dedicated to the presentation of the hotel chain, and the second dedicated to the Group's franchise offer.

Furthermore, Accor have assigned the creation of publicity banners for the accorhotels.com websites, the Accor intranet (Intr@accor), and a promotional film to be shown on the Group's homepages, to Business & Decision.