Under the aegis of chairman Gilles Pelisson, the Accor group decided to reposition the four-star Sofitel brand worldwide, making it a chain of luxury hotels operating under the Sofitel Luxury Hotels banner. One third of the Sofitel network did not fit the bill and the hotels were switched to the Pullman brand, which was revamped at the same time.

The 135 Sofitel hotels were repositioned based on a new conception of luxury: a wealth of emotion inspired by cultural mixes, refinement, and sensorial experience. The brand generously borrows from the French art of entertaining, as reflected by its new slogan, “Life is Magnifique”.

Dragon Rouge created a new brand universe abounding with French touches and deliberately evocative of luxury, while simultaneously organizing a far-reaching program involving restorations, transformations, new openings and a requalification of service and personnel. The inaugurations of Sofitel El Cairo El Gezirah and Sofitel Beijing Wanda allowed us to fine-tune the overall strategy. A brand platform available on extranet explains the strategy all the way from the fundamentals down to the applications.