Sofitel Luxury Hotels launches global brand revamp

Sofitel Luxury Hotels, owned by French hospitality group, Accor, has appointed Impact Asia to develop and manage its Public Relations programme in Asia, specifically China with support for Southeast Asia, and to jumpstart the brand’s extensive global revamp.

The brief focuses largely on re-introducing the Sofitel Luxury Hotels brand to target audiences and also developing the brand new Sofitel Legend and SO Luxury Boutique Hotels. Sofitel Legend, will be launched as the crème de la crème of the Sofitel brand, offering a collection of legendary luxury properties across the world, redefining living heritage and palace hotels. SO Luxury Boutique Hotels, on the other hand, will be positioned as cozy and hip boutique properties tapping into guests’ desires for design and pleasure. Whether it is SO Paris, SO Mumbai, or SO New York, each “SO” hotel will be a chapter of a global story.

“With their depth in experience and understanding of the luxury hotel market, Impact Asia was a clear choice,” explained Francoise Parguel, head of communications at Sofitel. “Their forward-thinking vision and creative approach are a perfect fit for us at this turning point in Sofitel’s brand history. Also, they originally introduced the Sofitel brand to Asia in 1999, so we are delighted work with them given their strong understanding of our product.”

Impact Asia CEO, Susan Field, is similarly enthusiastic. “We are so thrilled to continue to work with Sofitel. We are really looking forward to moving forward with the Sofitel team in China and Southeast Asia, and embracing the challenges full-on.”

The PR programme will see Impact providing strategic counsel alongside a number of ongoing tactical PR initiatives. The geographical remit primarily covers China and strong support in Southeast Asia.

Sofitel reinvents French elegance in its hotels throughout the world. Sofitel is the only French luxury hotels brand with a presence on five continents, in more than 50 countries. Sofitel proposes contemporary hotels and resorts adapted to today’s more demanding and more versatile consumers who expect and appreciate beauty, quality and excellence. Whether situated in the heart of a major city like Paris, New York or Bangkok, or nestled away in a country landscape in French Polynesia or Brazil, each Sofitel property offers a genuine experience of the French art de vivre.

For more information, log on to Sofitel.com.