table of content · guidelines were created by the central marketing team to allow hotels to...
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TA B L E O F CO N TE NT
0 1 . C O N C E P T A N D O B J E C T I V E S / P. 3 > 9
0 2 . I M P L E M E N TAT I O N / P. 1 0 > 1 7
0 3 . C O M M U N I C AT I O N / P. 1 8 > 2 2
0 4 . R E S U LT S / P. 2 2 > 2 3
0 5 . A P P E N D I X / P. 2 4
P.2
01
CONCEPT & OBJECTIVES
LA NUIT REPORTP.3
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CONTEXT
As the ambassador of French elegance and the new French art-de-vivre, Sofitel initiates many events through its international network. It was natural for the brand to create its own party signature concept and invite cosmopolitan travelers and stylish socializers to experience a night to remember.
CONCEPT & OBJECTIVES
P.4
P.5
CONCEPT & OBJECTIVES
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OBJECTIVES
o Open Sofitel to trendsetting targets and seduce new social circles
o Generate awareness and media coverage through international media and social media
o Offer a different brand experience from competitors
P.6
CONCEPT & OBJECTIVES
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CONCEPT
La Nuit by Sofitel is a signature party that was created in collaboration with the
trendy Parisian Club, Le Silencio.
It combines the best of the Parisian nightlife with local culture and is aimed to be
adapted locally by the hotels. Those parties often occur during prestigious
international cultural events, as music and cinema festivals or fashion weeks.
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THE CONCEPT IS BASED ON THREE PILLARS :
MUSIC / DESIGN / MIXOLOGY
P.7
Among La Nuit artists:
o Brigitte
o C2C
o Yuksek
o Etienne de Crecy
o DJ Cut Killer
o Craig David
o Léo Lanvin
o Get A Room !
CONCEPT & OBJECTIVES
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WHEN MUSIC TAKES CENTER STAGE
Each event features the trendiest musical programming, including renowned live music acts and high-profile DJ sets, all from artists who share and complement La Nuit by Sofitel’s energy and spirit.
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P.8
CONCEPT & OBJECTIVES
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DESIGN
THE AMBIANCE SETS THE SCENE
La Nuit by Sofitel features modern artistic direction and scenography, paired with striking lighting design. Each La Nuit by Sofitel features the signature light animation concept with groundbreaking light scenography. White lighting sets the scene for the party, while yellow and amber LED candles add a warm glow.
Following a “less is more” philosophy of minimalist yet intense night glamour, La Nuit by Sofitel is a modern and compelling interpretation of Sofitel’s new French art de vivre.___
P.9
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GASTRONOMY
MIXOLOGY BRINGS IT ALL TOGETHER
Specially created for the concept, a cocktail menu features five alcohol-based cocktails, as well as one that is alcohol-free. The menu’s theme and recipes are inspired by Paris’ most famous nightlife districts.
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PARIS LA NUIT (Signature Cocktail)Vodka grapefruit, aperol, pomegranate juice, pink grapefruit juice,lemon sugar, sugar.
CHAMPS ELYSEESGin, Martini extra dry, pineapple juice, soda lemon, sugar.
BASTILLEGin, Lillet blanc, Cointreau, fresh pineapple juice, lemonade, lemon,sugar.
PIGALLEGolden rum, over proof rum, Angostura, fresh apple juice, guavajuice, mango puree, passion fruit puree, passion fruit syrup, lemon.
LE MARAISGolden rum, gin, cynar, Aperol, peach cream, lemon.
SAINT GERMAIN (Virgin Cocktail)Mint, cucumber, lime (cordial), elderflower, simple syrup, sparklingwater.
COCKTAIL MENU:
CONCEPT & OBJECTIVES
02
IMPLEMENTATION
LA NUIT REPORTP.10
P.11
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OPERATIONAL MODEL
Guidelines were created by the central marketing team to allow hotels to implement local parties, depending on local organizational constraints and budgets. The following elements are provided to the hotels:
• Cocktails menu
• Visual identity
• Guidelines
• Best practices
Working with an event agency is strongly recommended when it comes to operational organization.
In addition to these events, the central brand team initiates each year 3 to 4 strategic events, that can even be organized « outdoor », like the La Nuit x Silencio Cannes editions.For those strategic events, several teams work together:
• Hotel team
• Global marketing team (supervision)
• Regional marketing team (supervision)
• Global communication team (support)
• Event agency (operational)
IMPLEMENTATION
P.12
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2014
Marrakech - Launch
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2015
Vienna
Cannes #1
Budapest #1
Luxembourg #1
Dubai #1
Luxembourg #2
Marrakech #2
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2016
Budapest #2
Bangkok
Budapest #3
Moscow
Los Angeles
Rio de Janeiro
Cannes #2
Manila
Brussels #1
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2017
Dubai #2
Luxembourg #3 #4 #5 #6 #7
Mumbai
Cannes #3
Brussels #2 #3 #4 #5 #6 #7 #8 #9
Sidney (10/2017)
Marseille (10/2017)
Berlin (12/2017)
Singapore (TBC)
IMPLEMENTATION
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LA NUIT BY SOFITEL EVENTS
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CONTEXT
In Dubai, Sofitel partnered with Icons of Cricket 2015. This was an opportunity to host
a gala diner followed by a La Nuit themed after party. Famous crickets players as Shane
Warne and Michael Vaughan and French actress Axelle Laffont attended.
Date: October 30th, 2015
Music: Craig David, DJ Bliss
Number of guests: 300
P.13La Nuit by Sofitel Dubaï, Craig David performing
MEDIA RESULTS
Number of media: 30
Media and social media coverage:
• Clippings: 43
• Media Value: US$ 1.5 Millions
La Nuit by Sofitel Dubai, Craig David and guests
BEST PRACTICES
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SOFITEL DUBAI DOWNTOWN
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CONTEXT
To celebrate the 1st anniversary of La Nuit by Sofitel and as part of the
Marrakech Film Festival, Sofitel renewed its successful La Nuit in
Marrakech.
Date: December 4th, 2015
Music: DJ Cut Killer
Number of guests: 1 000
P.14
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SOFITEL MARRAKECH
BEST PRACTICES
Betty Autier 885K
followers
Simon Jacquemus233K
followers
Jeanne Damas294K
followers
Sabrina Socol41,7K
followers
Benjamin Galopin23,8K
followers
Louis-MarieDe Castelbajac
15,2K followers
Nicolas Ouchenir19,3K
followers
Hugo Matha8K
followers
8 DIGITAL INFLUENCERS
MEDIA RESULTS
Around 20 press clippings
La Nuit by Sofitel Marrakech, Mélita Toscan du Plantier et Christian Louboutin
La Nuit by Sofitel Marrakech,N°1 French blogger, Betty Autier
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CONTEXT
Coachella was an opportunity to host La Nuit by Sofitel, which occurred between the 2
week-ends of the festival at Sofitel Los Angeles.
Date: April 20th, 2016
Music: Phases, DJ Samantha Ronson, DJ Ruen
Number of guests : 550
P.15
La Nuit by Sofitel Los Angeles, DJ Ruen
Raphael Spezzotto-Simacourbe136K followers
Malika Ménard192K followers
Sofya Benzakour52K followers
Estelle Fitz354K followers
4 FRENCH INFLUENCERS
MEDIA RESULTSClippings: 38
Media value: US$ 1,8 Millions
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SOFITEL LOS ANGELES AT BEVERLY HILLS
BEST PRACTICES
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CONTEXT
In anticipation of the upcoming Olympic games in Rio, Sofitel launched its first South American
La Nuit event. Local celebrities as football player Rai attended.
Date: April 30th, 2016
Music: Jorge Ben Jor, Simone Mazzer, Cut Killer, C2C DJs Greem & Mighty Mezz, Paola de Orleans, Gringo
Number of guests: 1000
P.16
La Nuit by Sofitel Rio de JaneiroDJs Greem & Mighty Mezz
La Nuit by Sofitel Rio de Janeiro, Jorge Ben Jor
MEDIA RESULTS
Clippings: 45
Media value: US$ 120,000
29 journalists and influencers attended
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RIO DE JANEIRO CAESAR PARK IPANEMAMANAGED BY SOFITEL
BEST PRACTICES
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CONTEXT
For three second year, the French Film Festival was an opportunity to
celebrate La Nuit by Sofitel in Cannes. Three parties were organized, co-
hosted by the Silencio, and celebrating a movie each year.
Music: Yuksek, Etienne de Crecy, DJ Cut Killer, Get a Room !, Nathalie Duchene
Number of guests: 2100 (total)
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P.17
La Nuit by Sofitel Cannes,Etienne de Crecy
La Nuit by Sofitel Cannes,Yuksek
MEDIA RESULTS
Clippings: 3 (Vanity Fair, Nouvel Obs & Sen360)
Vanity Fair campaign: +9100 visits, dwell time twice above the average
More than 70 influencers attended
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CANNES
SILENCIO POP UP 2015-2016-2017
BEST PRACTICES
La Nuit by Sofitel Cannes 2016 influencers,
03
COMMUNICATION
LA NUIT REPORTP.18
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Sofitel has partnered with Vanity Fair France to promote La Nuit events through a three phases digital campaign on Vanity Fair’s
website and smartphone app.
P.19
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3 campaigns:
o December 2015: showcasing Marrakech and Dubai events
o May 2016: showcasing Rio de Janeiro and Los Angeles events
o May-June 2017: showcasing Cannes Silencio event
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RESULTSAround 10,000 visits for each campaign
Average display CTR: 0.7% (industry average: 0.5%)
Around 2min of dwell time (industry average: 1min)
Content:
o Dedicated pages featuring pictures, best-of videosand city-guides
o Online contests
o Display campaigns on the website’s homepage andmobile app
o Newsletter and social push on Facebook and Twitter
COMMUNICATION
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VANITY FAIR CAMPAIGN
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Each event is always amplified on social media throughhotel owned social media (Facebook, Instagram andTwitter) posts.
Strategic events benefit of a global social media coverage,driven by the Global Brand Content team, on global Sofitelsocial media platforms.
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P.20
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For some strategic events, the Luxe Communication Teaminitiates an influencers operation. Some modern trend-settersare identified and proposed to participate to the party,posting on their own social media platforms, featuring La Nuitby Sofitel
Ex: for La Nuit x Cannes Silencio Pop Up, 5 influencers were invited and had to post 1 Instagram picture and 2 Instagram Stories
Results: +2.3 million reach and strong engagement from thecommunities (3.9%)
IMPLEMENTATION
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SOFITEL SOCIAL MEDIA___
EXTERNAL SOCIAL MEDIA
P.21
MAGNIFIQUE NEWSInternal Sofitel’s newsletter
6 articles
EXCELLENCE LETTERSNewsletter sent to hotels’ owners
4 articles
ACCORLIVEAccorHotels intranet
12 posts
IMPLEMENTATION
04
RESULTS
LA NUIT REPORTP.22
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KEY RESULTS
P.23
35 events since
the launch until end of 2017
RESULTS
181 media clippings (only in hotel-strategic events)
Average Value Equivalent
$ 3,555,985(only in hotel-strategic events)750 guests per party
(average, only in hotel-strategic events)
04
APPENDIX
LA NUIT REPORTP.24
LA NUIT EVENTS
P.25
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2014
Marrakech
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2015
Vienne
Scenography Isabelle Huppert and Alan Rickman Bar
La Nuit cocktail menu Pierre Sarkozy performing Pierre Sarkozy and guests
LA NUIT EVENTS
P.26
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2015
Cannes
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2015
Budapest #1
La Nuit cocktail menu
La Nuit cocktail menu Scenography
Guests DJ Cut Killer performing
DJs Lotfi Begi and Adam Nova
LA NUIT EVENTS
P.27
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2015
Luxembourg
#1
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2015
Dubai
La Nuit cocktail menuDJ Léo Lanvin and a guest Guests
DJ Craig DavidDJ Craig David performingLa Nuit menu
LA NUIT EVENTS
P.28
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2015
Luxembourg
#2
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2015
Marrakech
AmbassadorsScenography and DJ performingGuests
Scenography DJ Cut Killer performing Jeanne Damas, French it-girl and Simon Jacquemus, French fashion designer
LA NUIT EVENTS
P.29
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2016
Budapest #2
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2016
Bangkok
La Nuit braceletsDJ Tigran
La Nuit bar Scenography Live performance
DJs Lotfi Begi & TigranLa Nuit roll-up
LA NUIT EVENTS
P.30
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2016
Budapest #3
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2016
Moscow
La Nuit cocktail menuLive performance
La Nuit cocktails Guests
AmbassadorScenography
DJ booth
LA NUIT EVENTS
P.31
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2016
Los Angeles
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2016
Rio de Janeiro
DJ Ruen performingPhases
AtmosphereDJ Gringo
Guests
DJ Cut Killer
LA NUIT EVENTS
P.32
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2016
Cannes #2
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2016
Manilla
Get a room! performingScenography
GuestsScenography
Guests
DJ Callum David
LA NUIT EVENTS
P.33
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2017
Cannes
#3
RooftopScenography Guests
LA NUIT EVENTS
P.34
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