As the first international luxury hotel brand to originate from France, Sofitel Hotels & Resorts is a 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-honoured position as an ambassador of French art de vivre around the world.
Talking about the new campaign, 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. 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. 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. The campaign will also come to life on social networks through the hashtag #LiveTheFrenchWay.