Category: News & Reports

Sofitel announced the launch of the second stage of its « Life is Magnifique » promotional campaign, currently being rolled out internationally.

Sofitel Vienna Stephansdom

Mumbai, Maharashtra, September 25, 2012 -- Sofitel's new ad campaign is inspired by a travel diary and it focuses directly on the brand's flagship hotels to reveal the individual personality of each property.

This ad campaign spotlights Sofitel hotels

Zenitude and natural harmony created by Kenzo Takada at the Sofitel So Mauritius. Stunning monumental architecture at the Sofitel Chicago. Haute Couture fashion and style at Sofitel Paris Le Faubourg. In the new Sofitel ad campaign, each hotel gets to tell its own story and create moments of emotion.

« The hotels are the stars of this campaign, they're writing their own chapter of the Sofitel story » explains Geoffroy Maugin, the Brand's International Marketing Director. Our last campaign, which was directed by the superlatively talented English photographer Tim Walker, allowed the brand to position itself in the luxury universe and highlighted French elegance.

« Now that the brand has successfully repositioned, we would like to present another view of Sofitel. Today we are providing clear evidence of repositioning with a network of exceptional hotels. » he adds.

From Fashion to Travel, a contemporary campaign

As the brand has upscaled, the original « Institutional » campaign - which took fashion as its guiding theme and had a strong feminine presence has evolved and the campaign now communicates by creating « relationships », this time on the concept of travel, directed by Alexia Silvagni and François Halard.

Typical travel codes travel diary, luggage labels, textured paper, handwritten script and hotel visiting cards are used to create a blend of traditional and contemporary styles.

With its polaroid-type visuals and handwritten script, the moleskin notebook which serves as a backdrop for the ad also transports us into the world of travel literature.

Because the brand has an original cousu main approach to communication:

Every Sofitel tells a story ...

Another original feature of this ad campaign: each visual is created individually, with a different story for each hotel to highlight its personality.

Visuals and text provide a glimpse of an emotion experienced in a Sofitel hotel, blending the French art de vivre and local culture so important to the brand. A hotel card is pinned to the photo to give the name of the destination discreetly, in true luxury style.

The luggage tag on the lower right hand corner of the campaign spread is like an invitation to embark on a journey. All the visuals are all numbered, underlining the fact that each establishment is exclusive and customized. « Life is Magnifique » is now handwritten on each ad, echoing the previous campaign

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