Arte e Cultura
Sofitel Invites Guests to 'Live The French Way'
As the first international luxury hotel brand to originate from France, Sofitel Hotels & Resorts is a renowned global ambassador of French style and . In celebration of the brand's birthplace and heritage, Sofitel is launching a new global brand campaign that reaches deeper into its French roots. , the campaign's brand promise, pays homage to Sofitel's French origin, demonstrates the eternal allure of French style, and reinforces the brand's time-honored position as an ambassador of French around the world.
"The goal of is to reinforce Sofitel's position in the luxury segment and leverage its inherent strengths, while also differentiating the brand from its competitors and injecting a sense of modernity into the brand. We think guests will be delighted to experience authentic French touches through an immersive and luxurious journey into Sofitel's world, wherever they may travel," said Steven Taylor , Chief Marketing Officer, Accor.
The brand campaign, which will introduce new programming and guest experiences throughout the year, was co-created with BETC ETOILE ROUGE, a full-service Paris -based offering strategic, creative, and production expertise for luxury, fashion, beauty and hospitality brands. The campaign integrates the finest of French passions, with exclusive and inspired collaborations in film, music and food.
Celebrated photographer and director Charlotte Wales was engaged to design a film where worldly voyageurs dive into chic and whimsical experiences. Shot on location in France and China , the campaign invites Sofitel guests to experience the French way of living in an authentic and indulgent way. Charlotte's ethereal images make use of soft lighting and subtle composition, pushing her subjects to the forefront in the most sophisticated manner.
The voice of the campaign is none other than France's most pop icon, Clara Luciani . Influenced as much by Françoise Hardy as by Nico or Patti Smith , Clara is a highly creative, prolific and endearing artist, and has written some of the most illuminating songs in recent French music. Clara's original track, "En Voyage" was written and recorded exclusively for Sofitel.
One of the most extraordinary elements of , will be the introduction of , reinforcing Sofitel's French culinary heritage with a supremely luxurious touch. Celebrity Chef Yannick Alléno will create once-in-a-lifetime dining experiences, presenting the best of modern French cuisine in spectacular, culturally rich settings all over the world. Keeping with the brand's free-spirited persona, guests will not discover the exact dinner location until they arrive, providing a spontaneous, joyful and elegant experience of .
The campaign will also come to life on social networks through the hashtag . Posts from the brand and its hotels will showcase the glamorous, chic and spontaneous nature of French style, with guests and travelers encouraged to share their best Sofitel experiences as well. A supporting media plan, which will be introduced in 2020, will complement the global roll out and activities.
"Sofitel is a global ambassador of French and ," said
Joao Rocco , Vice President, Luxury Brand Management, Sofitel Brands. "Our 'Frenchness' is the attribute most frequently praised by our guests and most often mentioned within their feedback, so we know that our culture is important to them. Our unique sense of is felt at our hotels in more than 40 countries across five continents, and it's a defining element that has become the signature of our brand."
Modern luxury voyageurs are invited to eat, sleep, enjoy, travel, stay, celebrate and at Sofitel Hotels & Resorts through the brand passions of design, gastronomy, art & culture, and well-being. Upon arrival, guests are greeted in French by Sofitel staff wearing made-to-measure designs created by Parisian-based fashion designer Léa Peckre. Senses are awakened by the wafting scent of , a gorgeous fragrance created by renowned perfumer Lucien Ferrero , which wafts through the hotel lobby and public spaces. by DJ Mosey sets a sultry and insouciant atmosphere. In the late afternoon, guests indulge in or in the hotel bars, followed by in the dining rooms.
With a characteristically light French touch, Sofitel will continue to offer a whirlwind of culturally fascinating events all year long, from photography exhibitions and fashion week events, to glittering, star-studded parties, to celebrations around the summer solstice, and during the annual French wine harvest. A partnership with in North America invites Sofitel guests to skip the wait lists and enjoy a VIP experience within one of the most sought-after French cultural events in the world.
Sofitel Hotels & Resorts is an ambassador of modern French style, culture and art-de-vivre around the world. Established in 1964, Sofitel is the first international luxury hotel brand to originate from
France with over 120 chic and remarkable hotels in the world's most sought after destinations. Sofitel exudes a refined and understated sense of modern luxury, always blending a touch of French decadence with the very best of the locale. The Sofitel collection includes such notable hotels as Sofitel Paris Le Faubourg, Sofitel London St James, Sofitel Munich Bayerpost, Sofitel Singapore City Centre, Sofitel Washington DC Lafayette Square, Sofitel Sydney Darling Harbour and Sofitel Bali Nusa Dua Beach Resort. Sofitel is part of Accor, a world-leading travel and lifestyle group which invites travelers to feel welcome in almost 4,800 hotels, resorts and residences, along with some 10,000 of the finest private homes around the globe.
Sofitel Legend is an illustrious selection of heritage luxury hotels where the best of past and present converge. Set within beautiful and culturally-rich destinations, each legendary retreat is both timeless and elegant, delivering lavish settings, renowned restaurants and modern comforts matched with impeccable service for the ultimate luxury experience. Noble, rare and soulful, Sofitel Legend hotels entice worldly travelers who are all drawn to these beloved places of grandeur for their architectural beauty, sweeping vistas and captivating ambience. Sofitel Legend is part of Accor, a world-leading augmented hospitality group offering unique and meaningful experiences in 4,800 hotels, resorts, and residences across 100 countries.
sofitel.com | accorhotels.group
PRESS CONTACTS:
Line Crieloue
Senior PR Manager
line.crieloue@accor.com
+33-1-45-38-18-11
Estelle Wimel
Communication Manager
estelle.wimel@accor.com
+33-1-45-38-18-29