As the first international luxury hotel
brand to originate from France, Sofitel Hotels & Resorts is a renowned global ambassador of French style and art de vivre. In celebration of
the brand’s birthplace and heritage, Sofitel is launching a new global brand
campaign that reaches deeper into its French roots. Live The French Way, 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 art de vivre around the world.
“The goal of Live
the French Way 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 agency 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 Live the French Way campaign is none other than France’s most
au courant 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 Live the French Way, will be the introduction of Les Dîners Extraordinaires,
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 arts de la table.
The campaign will also come to life on social networks through the hashtag #LiveTheFrenchWay.
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 Live The French Way global roll out and activities.
“Sofitel is a global ambassador of French savoir-faire
and art de vivre,” 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 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.”
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 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 Essence de Sofitel, a gorgeous
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 Goûter or L’Apéritif in the hotel bars,
followed by Gastronomie Française 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 Fête de la Musique celebrations
around the summer solstice, and Sofitel Wine
Days during the annual French wine harvest. A partnership with Dîner en Blanc 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.
