To meet the expectations of millennials increasingly attracted to Airbnb alternatives or used to youth hostels, the Accor group is launching an offer featuring the best of hospitality while addressing new Gen Y behaviour.
Who can remember a good night’s sleep?
Involved in the co-building process, the agency contributed to defining the offer, services and mindset of the new brand. The keywords are openness, effervescence, spontaneity, sharing and humour. By creating the name “Jo&Joe” and all the brand identity cues, W has devised a playful and universal tone to meet the diverse expectations of this generation and all its paradoxes.