"A new chapter for the Sofitel Brand" The "Carnet de Voyages" Campaign is writing a new chapter of the Sofitel "Life is Magnifique" Story.
Summary _ Following the previous 2008 Campaign by Tim Walker using Fashion codes to position the brand as a luxury lifestyle brand, Sofitel is now using the Voyage codes to further establish its unique positioning. The new creative is blending the traditional luxury travel codes (luggage tag, travel book, handwriting...) with modern social media codes (guest testimonial, polaroid treatment,...) making it very much in tune with its time and today’s more authentic, more personal luxury codes. _ In this new Campaign the Hotels are the Heroes. The objective is to exemplify the luxury positioning of the brand using our hotels as concrete proofs of the "Life is Magnifique" experience, and showcasing the genuine quality of the network. We have created a 360° and fully integrated campaign offering numerous adaptations. _ From Advertising to the new Sofitel.com, from "Write your own Magnifique future" HR campaign to on and off-line communication tools... every element of the Campaign is raising the overall Brand Equity._ Please tell us why do you think you should win? _ _ The originality of the campaign resides in its ability to be both a corporate and a property campaign.Its strength resides in its great flexibility and capacity of adaptation through the line... building on the latest trends of brand content generation, thanks to the "Carnet de Voyages" luxury approach. There is a real opportunity to federate all our network and staff to making it a Magnifique Saga.
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