Offering a modern spin on design, gastronomy, arts, culture, well-being, and Live The French Way!
Sofitel Hotels & Resorts is a renowned global ambassador of French style and art de vivre. It is the first international luxury hotel brand to originate from France. 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 its 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.
Steven Taylor, Chief Marketing Officer, Accor said “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”.
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.
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.
Modern luxury voyageurs are invited to eat, sleep, enjoy, travel, stay, celebrate 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.