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Sofitel makes the most of its French roots

May 30. 2019
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By THE NATION

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Sofitel Hotels & Resorts has announced a new global brand campaign that reaches deeper into its French roots. “Live the French Way”, the campaign’s brand promise, pays homage to its heritage and reinforces the brand’s position as an ambassador of French art de vivre around the world.

“The goal of ‘Live the French Way’ will differentiate the brand from its competitors and inject a sense of modernity. 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 of Accor.

The campaign, which will introduce new programming and guest experiences throughout the year, was co-created with Betc Etoile Rouge, a full-service Paris-based agency offering strategic, creative, and production expertise for the 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 guests to experience the French way of living in an authentic and indulgent way. 

The voice of the campaign is by pop icon Clara Luciani. Her original track, “En Voyage” was written and recorded exclusively for Sofitel.

Celebrity chef Yannick Alleno will also create dining experiences, presenting the best of modern French cuisine in spectacular, culturally rich settings all over the world. In keeping with the brand’s freespirited persona, guests will not discover the exact dinner location until they arrive, providing a spontaneous, joyful and elegant experience of arts de la table.

“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 joie de vivre 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,” said Joao Rocco, Sofitel’s vice president of luxury brand management.

Modern luxury voyageurs are invited to eat, sleep, enjoy, travel, stay, celebrate and Live the French Way at Sofitel Hotels & Resorts through the brand passions of design, gastronomy, art & culture, and wellbeing. Upon arrival, guests are greeted by staff wearing made-to-measure designs created by Parisian-based fashion designer Lea Peckre. Senses are awakened by the wafting scent of Essence de Sofitel, a fragrance created by renowned perfumer Lucien Ferrero, which wafts through the hotel lobby and public spaces. Sofitel Sound Signature by DJ Mosey sets a sultry and insouciant atmosphere. In the late afternoon, guests indulge in Le Gouter or L’Aperitif in the hotel bars, followed by Gastronomie Francaise 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 La Nuit by Sofitel parties, to Fete de la Musique celebrations around the summer solstice, and Sofitel Wine Days during the annual French wine harvest. A partnership with Diner en Blanc in North America invites guests to skip the wait lists and enjoy a VIP experience within one of the most soughtafter French cultural events in the world.

 

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