TABLE OF CONTENT 0 1 . C O N C E P T A N D O B J E C T I V E S - PowerPoint PPT Presentation

TABLE OF CONTENT 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 01 CONCEPT & OBJECTIVES P.3 LA NUIT REPORT

CONCEPT & OBJECTIVES ___ ___ CONTEXT As the ambassador of French elegance and the ne new Fr French ar art-de 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 a nig night to o rem emember. P.4

CONCEPT & OBJECTIVES ___ OBJ BJECT CTIVES 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.5

CONCEPT & OBJECTIVES ___ CONCEPT La Nuit by Sofitel is a sig ignatu ture party that was created in collaboration with the trendy Parisian Club, Le Silencio. It combines the best of the Par arisian an nig ightl tlif ife with local culture and is aimed to be adapted loc ad ocally lly by the hotels. Those parties often occur during prestigious internatio tional cultu ultural events ts, as music and cinema festivals or fashion weeks. ___ THE CONCEPT IS IS BASED ON ON THREE PIL PILLARS : MUSIC / / DE DESIGN / / MIX IXOLOGY P.6

CONCEPT & OBJECTIVES Among La La Nuit Nuit artis tists: ___ ___ o Brigitte WHEN MUSIC TAKES CEN ENTER STAGE o C2C o Yuksek Each event features the trendiest mus musical l pr prog ogrammin ing, including renowned liv ive mu music ic acts ts o Etienne de Crecy and nd hi high gh-profile ile DJ se sets ts , all from artists who share and complement La Nuit by Sofitel’s o DJ Cut Killer energy and spirit. o Craig David ___ o Léo Lanvin o Get A Room ! P.7

CONCEPT & OBJECTIVES ___ DE DESIGN THE AM AMBIANCE E SET SETS THE SC SCEN ENE La Nuit by Sofitel features mo modern artis istic tic di directio ion and nd sc 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.8

CONCEPT & OBJECTIVES COCKTAIL MEN ENU: ___ PA PARIS IS LA LA NU NUIT (Signature Cocktail) Vodka grapefruit, aperol, pomegranate juice, pink grapefruit juice, GASTRONOMY lemon sugar, sugar. CHAMPS EL ELYSEE EES Gin, Martini extra dry, pineapple juice, soda lemon, sugar. MIXOLOGY BRIN RINGS IT IT ALL ALL TOGETHER BASTILLE Specially created for the concept, a cocktail il me menu features five alcohol-based Gin, Lillet blanc, Cointreau, fresh pineapple juice, lemonade, lemon, sugar. cocktails, as well as one that is alcohol- free. The menu’s theme and recipes are PI PIGALLE inspired by Paris’ most famous nightlife districts. Golden rum, over proof rum, Angostura, fresh apple juice, guava juice, mango puree, passion fruit puree, passion fruit syrup, lemon. ___ LE MARAIS LE Golden rum, gin, cynar, Aperol, peach cream, lemon. SAIN INT GER ERMAIN (Virgin Cocktail) Mint, cucumber, lime (cordial), elderflower, simple syrup, sparkling water. P.9

02 02 IMPLEMENTATION P.10 LA NUIT REPORT

IMPLEMENTATION ___ OPERATIONAL MODEL Guid uidelin lines were created by the central marketing team to allow In addition to these events, the central brand team initiates hotels to implement local parties, depending on local each year 3 to 4 str trategic ic events, that can even be organized organizational constraints and budgets. The following elements « outdoor », like the La Nuit x Silencio Cannes editions. are provided to the hotels: For those strategic events, several teams work together: • Cocktails menu • Hotel team • Visual identity • Global marketing team (supervision) • Guidelines • Regional marketing team (supervision) • Best practices • Global communication team (support) • Event agency (operational) Working with an event t agency y is strongly recommended when it comes to operational organization. P.11

IMPLEMENTATION ___ LA NUIT BY LA BY SOFITEL EVENTS ––– ––– ––– ––– 2017 2017 2014 2014 2016 2016 2015 2015 Dubai #2 Mar arrakech - Launch Budapest #2 Vienna Luxembourg #3 #4 #5 Bangkok Can annes #1 #1 #6 #7 Budapest #3 Budapest #1 Mumbai Moscow Luxembourg #1 Can Cannes #3 Los Los Ang Angeles Dubai #1 Brussels #2 #3 #4 #5 Rio de Rio de Janeiro Luxembourg #2 #6 #7 #8 #9 Cannes #2 Can Mar arrakech #2 #2 Sidney (10/2017) Sid Manila Mar arseille (10/2017) Brussels #1 Berlin (12/2017) Singapore (TBC) P.12

BEST PRACTICES ___ SOFITEL DU DUBAI DO DOWNTOWN ___ CONTEXT In Dubai, Sofitel partnered with Icon ons of of Cric icket 2015. This was an opportunity to host a gal ala din iner fol ollow owed by by a La La Nuit it th themed after party ty. Famous crickets players as Shane Warne and Michael Vaughan and French actress Axelle Laffont attended. La Nuit by Sofitel Dubai, Craig David and guests  Date: October 30 th , 2015  Music: Craig David, DJ Bliss  Number of guests: 300 ME MEDIA RES RESULTS Number of media: 30 Media and social media coverage: • Clippings: 43 • Media Value: US$ 1.5 Millions La Nuit by Sofitel Dubaï, Craig David performing P.13

BEST PRACTICES ___ SOFITEL MARRAKECH ___ CONTEXT To celebrate the 1s 1st t ann nniversary y of La Nuit by Sofitel and as part of the Mar arrakech Film ilm Fe Festival, Sofitel renewed its successful La Nuit in Marrakech.  Date: December 4th, 2015 La Nuit by Sofitel Marrakech, La Nuit by Sofitel Marrakech, Mélita Toscan du Plantier et Christian Louboutin N°1 French blogger, Betty Autier  Music: DJ Cut Killer  Number of guests: 1 000 ME MEDIA RESULTS TS Around 20 press clippings Louis-Marie 8 DIGITAL INFLUENCERS Hugo Matha Betty Autier Nicolas Ouchenir Simon Jacquemus Jeanne Damas Sabrina Socol Benjamin Galopin De Castelbajac 8K K 885K 885K 233K 233K 294K 294K 41,7K 41, 7K 23, 23,8K 8K 19,3K 19, 3K 15, 15,2K 2K fol ollo lowers rs fol ollo lowers rs foll ollow owers rs fol ollo lowers rs fol ollo lowers rs fol ollo lowers rs fol ollo lowers rs fol ollo lowers rs P.14

BEST PRACTICES ___ SOFITEL LOS ANGELES AT AT BE BEVERLY HIL HILLS ––– CONTEXT Coa oachella la 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 20 th , 2016  Music: Phases, DJ Samantha Ronson, DJ Ruen La Nuit by Sofitel Los Angeles, DJ Ruen  Number of guests : 550 4 FRENCH INFLUENCERS MEDIA RES RESULTS Clippings: 38 Media value: US$ 1,8 Millions Raphael Spezzotto-Simacourbe Malika Ménard Sofya Benzakour Estelle Fitz 136K 136K fol ollo lowers 192K fol 192K ollo lowers 52K fol 52K ollo lower ers 354K follo 354K ollowers P.15

BEST PRACTICES ___ RIO DE DE JANEIRO CAESAR PARK IPANEMA MANAGED BY BY SOFITEL ––– CONTEXT In anticipation of the upcoming Olympic games in Rio, Sofitel launched its first South Americ ican La Nuit event. Local celebrities as football player Rai attended.  Date: April 30 th , 2016 La Nuit by Sofitel Rio de Janeiro DJs Greem & Mighty Mezz  Music: Jorge Ben Jor, Simone Mazzer, Cut Killer, C2C DJs Greem & Mighty Mezz, Paola de Orleans, Gringo  Number of guests: 1000 ME MEDIA RES RESULTS Clippings: 45 Media value: US$ 120,000 29 journalists and influencers attended La Nuit by Sofitel Rio de Janeiro, Jorge Ben Jor P.16

BEST PRACTICES ___ CANNES CA SIL ILENCIO POP UP UP 2015 2015-2016-2017 ––– CONTEXT La Nuit by Sofitel Cannes, La Nuit by Sofitel Cannes, For three second year, the Fren rench ch Film Festival was an opportunity to Etienne de Crecy Yuksek celebrate La Nuit by Sofitel in Cannes. Three parties were organized, co- hos hosted by by the he 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) ––– ME MEDIA RES RESULTS Clippings: 3 (Vanity Fair, Nouvel Obs & Sen360) Vanity Fair campaign: +9100 visits, dwell time twice above the average More than 70 influencers attended La Nuit by Sofitel Cannes 2016 influencers, P.17

03 03 COMMUNICATION P.18 LA NUIT REPORT