Sofitel has launched its new global brand campaign, “Live The French Way”, that reaches deeper into its French roots. The campaign aims to pay homage to Sofitel’s French origin, demonstrate the allure of French style, and reinforce the brand’s position as an ambassador of French art de vivre around the world.
The campaign will be amplified on social networks through the hashtag #LiveTheFrenchWay, where guests and travellers are encouraged to share their Sofitel experiences. A supporting media plan, which will be introduced in 2020, will complement the global roll out and activities, according to a press release. Co-created with BETC ETOILE ROUGE, a full-service Paris-based brand agency, the campaign will introduce new programming and guest experiences throughout the year, as well as exclusive and inspired collaborations in film, music and food.
“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.
Sofitel has also partnered up with notable people for its campaign. Pop icon Clara Luciani will be the voice of the campaign, with her original track, “En Voyage”, written and recorded exclusively for Sofitel, while photographer and director Charlotte Wales will be designing a film to invite Sofitel guests to experience the French way of living.
As part of the campaign, Sofitel will continue to offer cultural events all year long, such as photography exhibitions, fashion week events, La Nuit by Sofitel parties, Fête de la Musique (also known as Music Day) celebrations, and Sofitel Wine Days during the annual French wine harvest. There will also be a partnership with Dîner en Blanc in North America where Sofitel guests will be provided with a VIP dining experience.
“Sofitel is a global ambassador of French savoir-faire and art de vivre. 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, vice-president, luxury brand management, Sofitel Brands.