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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
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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 - - 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
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01 01 CONCEPT & OBJECTIVES
LA NUIT REPORT P.3
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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
- rem
emember.
CONCEPT & OBJECTIVES
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CONCEPT & OBJECTIVES
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OBJ BJECT CTIVES
- Open Sofitel to trendsetting targets and seduce new social circles
- Generate awareness and media coverage through international media and social media
- Offer a different brand experience from competitors
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CONCEPT & OBJECTIVES
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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 ad adapted loc
- cally
lly by the hotels. Those parties often occur during prestigious internatio tional cultu ultural events ts, as music and cinema festivals or fashion weeks.
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THE CONCEPT IS IS BASED ON ON THREE PIL PILLARS :
MUSIC / / DE DESIGN / / MIX IXOLOGY
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Among La La Nuit Nuit artis tists:
- Brigitte
- C2C
- Yuksek
- Etienne de Crecy
- DJ Cut Killer
- Craig David
- Léo Lanvin
- Get A Room !
CONCEPT & OBJECTIVES
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WHEN MUSIC TAKES CEN ENTER STAGE
Each event features the trendiest mus musical l pr prog
- grammin
ing, including renowned liv ive mu music ic acts ts and nd hi high gh-profile ile DJ se sets ts, all from artists who share and complement La Nuit by Sofitel’s energy and spirit.
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CONCEPT & OBJECTIVES
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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.
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GASTRONOMY
MIXOLOGY BRIN RINGS IT IT ALL ALL TOGETHER
Specially created for the concept, a cocktail il me 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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PA PARIS IS LA LA NU NUIT (Signature Cocktail) Vodka grapefruit, aperol, pomegranate juice, pink grapefruit juice, lemon sugar, sugar. CHAMPS EL ELYSEE EES Gin, Martini extra dry, pineapple juice, soda lemon, sugar. BASTILLE Gin, Lillet blanc, Cointreau, fresh pineapple juice, lemonade, lemon, sugar. PI PIGALLE Golden rum, over proof rum, Angostura, fresh apple juice, guava juice, mango puree, passion fruit puree, passion fruit syrup, lemon. LE LE MARAIS Golden rum, gin, cynar, Aperol, peach cream, lemon. SAIN INT GER ERMAIN (Virgin Cocktail) Mint, cucumber, lime (cordial), elderflower, simple syrup, sparkling water.
COCKTAIL MEN ENU:
CONCEPT & OBJECTIVES
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02 02 IMPLEMENTATION
LA NUIT REPORT P.10
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OPERATIONAL MODEL
Guid uidelin lines were created by the central marketing team to allow hotels to implement local parties, depending on local
- rganizational constraints and budgets. The following elements
are provided to the hotels:
- Cocktails menu
- Visual identity
- Guidelines
- Best practices
Working with an event t agency y is strongly recommended when it comes to operational organization. In addition to these events, the central brand team initiates each year 3 to 4 str trategic ic 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
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2014 2014
Mar arrakech - Launch
––– 2015 2015 Vienna Can annes #1 #1 Budapest #1 Luxembourg #1 Dubai #1 Luxembourg #2 Mar arrakech #2 #2 ––– 2016 2016 Budapest #2 Bangkok Budapest #3 Moscow Los Los Ang Angeles Rio Rio de de Janeiro Can Cannes #2 Manila Brussels #1 ––– 2017 2017 Dubai #2 Luxembourg #3 #4 #5 #6 #7 Mumbai Can Cannes #3 Brussels #2 #3 #4 #5 #6 #7 #8 #9 Sid Sidney (10/2017) Mar arseille (10/2017) Berlin (12/2017) Singapore (TBC)
IMPLEMENTATION
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LA LA NUIT BY BY SOFITEL EVENTS
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CONTEXT
In Dubai, Sofitel partnered with Icon
- ns of
- f Cric
icket 2015. This was an opportunity to host a gal ala din iner fol
- llow
- wed 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.
- Date: October 30th, 2015
- Music: Craig David, DJ Bliss
- Number of guests: 300
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La Nuit by Sofitel Dubaï, Craig David performing
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 Dubai, Craig David and guests BEST PRACTICES
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SOFITEL DU DUBAI DO DOWNTOWN
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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
- Music: DJ Cut Killer
- Number of guests: 1 000
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SOFITEL MARRAKECH
BEST PRACTICES Betty Autier 885K 885K foll
- llow
- wers
rs Simon Jacquemus 233K 233K fol
- llo
lowers rs Jeanne Damas 294K 294K fol
- llo
lowers rs Sabrina Socol 41, 41,7K 7K fol
- llo
lowers rs Benjamin Galopin 23, 23,8K 8K fol
- llo
lowers rs Louis-Marie De Castelbajac 15, 15,2K 2K fol
- llo
lowers rs Nicolas Ouchenir 19, 19,3K 3K fol
- llo
lowers rs Hugo Matha 8K K fol
- llo
lowers rs 8 DIGITAL INFLUENCERS
ME MEDIA RESULTS TS
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
Coa
- achella
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 20th, 2016
- Music: Phases, DJ Samantha Ronson, DJ Ruen
- Number of guests : 550
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La Nuit by Sofitel Los Angeles, DJ Ruen
Raphael Spezzotto-Simacourbe 136K 136K fol
- llo
lowers Malika Ménard 192K 192K fol
- llo
lowers Sofya Benzakour 52K 52K fol
- llo
lower ers Estelle Fitz 354K 354K follo
- llowers
4 FRENCH INFLUENCERS MEDIA RES RESULTS Clippings: 38 Media value: US$ 1,8 Millions ___
SOFITEL LOS ANGELES AT AT BE BEVERLY HIL HILLS
BEST PRACTICES
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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 30th, 2016
- Music: Jorge Ben Jor, Simone Mazzer, Cut Killer, C2C DJs Greem & Mighty Mezz, Paola de Orleans, Gringo
- Number of guests: 1000
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La Nuit by Sofitel Rio de Janeiro DJs Greem & Mighty Mezz La Nuit by Sofitel Rio de Janeiro, Jorge Ben Jor
ME MEDIA RES RESULTS
Clippings: 45 Media value: US$ 120,000 29 journalists and influencers attended
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RIO DE DE JANEIRO CAESAR PARK IPANEMA MANAGED BY BY SOFITEL
BEST PRACTICES
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CONTEXT
For three second year, the Fren rench ch Film Festival was an opportunity to 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)
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La Nuit by Sofitel Cannes, Etienne de Crecy La Nuit by Sofitel Cannes, Yuksek
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
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CA CANNES SIL ILENCIO POP UP UP 2015 2015-2016-2017
BEST PRACTICES La Nuit by Sofitel Cannes 2016 influencers,
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03 03 COMMUNICATION
LA NUIT REPORT P.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.
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3 campaigns:
- December 2015: showcasing Marrakech and Dubai events
- May 2016: showcasing Rio de Janeiro and Los Angeles events
- May-June 2017: showcasing Cannes Silencio event
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RE RESU SULTS
Around 10,000 visits for each campaign Average display CTR: 0.7% (industry average: 0.5%) Around 2min of dwell time (industry average: 1min)
Content:
- Dedicated pages featuring pictures, best-of videos
and city-guides
- Online contests
- Display campaigns on the website’s homepage and
mobile app
- Newsletter and social push on Facebook and Twitter
COMMUNICATION
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VANITY FAIR CA CAMPAIGN
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––– Each event is always amplified on
- n soci
cial media through hotel owned social media (Facebook, Instagram and Twitter) posts. Strategic events benefit of a gl global soci cial media co coverage, driven by the Global Brand Content team, on global Sofitel social media platforms. ___
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For some strategic events, the Luxe Communication Team initiates an influencers operation. Some modern trend-setters are identified and proposed to participate to the party, posting on their own social media platforms, featuring La Nuit by 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 the communities (3.9%)
IMPLEMENTATION
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SOFITEL SOCI CIAL MEDIA
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EXTERNAL SOCI CIAL MEDIA
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MAGNIFIQUE NEWS
Internal Sofitel’s newsletter 6 articles
EXCELLENCE LETTERS
Newsletter sent to hotels’ owners 4 articles
ACCORLIVE
AccorHotels intranet 12 posts
IMPLEMENTATION
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04 04 RESULTS
LA NUIT REPORT P.22
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KE KEY Y RESULTS
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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)
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04 04 APPENDIX
LA NUIT REPORT P.24
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LA NUIT EVENTS
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2014 2014
Marrakech
––– 2015 2015
Vienne
Scenography Isabelle Huppert and Alan Rickman Bar La Nuit cocktail menu Pierre Sarkozy performing Pierre Sarkozy and guests
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LA NUIT EVENTS
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2015 2015
Cannes
––– 2015 2015
Budapest #1
La Nuit cocktail menu La Nuit cocktail menu Scenography Guests DJ Cut Killer performing DJs Lotfi Begi and Adam Nova
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LA NUIT EVENTS
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2015 2015
Luxembourg #1
––– 2015 2015
Dubai
La Nuit cocktail menu DJ Léo Lanvin and a guest Guests DJ Craig David DJ Craig David performing La Nuit menu
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LA NUIT EVENTS
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2015 2015
Luxembourg #2
––– 2015 2015
Marrakech
Ambassadors Scenography and DJ performing Guests Scenography DJ Cut Killer performing Jeanne Damas, French it-girl and Simon Jacquemus, French fashion designer
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LA NUIT EVENTS
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2016 2016
Budapest #2
––– 2016 2016
Bangkok
La Nuit bracelets DJ Tigran La Nuit bar Scenography Live performance DJs Lotfi Begi & Tigran La Nuit roll-up
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LA NUIT EVENTS
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2016 2016
Budapest #3
––– 2016 2016
Moscow
La Nuit cocktail menu Live performance La Nuit cocktails Guests Ambassador Scenography DJ booth
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LA NUIT EVENTS
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2016 2016
Los Angeles
––– 2016 2016
Rio de Janeiro
DJ Ruen performing Phases Atmosphere DJ Gringo Guests DJ Cut Killer
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LA NUIT EVENTS
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2016 2016
Cannes #2
––– 2016 2016
Manilla
Get a room! performing Scenography Guests Scenography Guests DJ Callum David
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LA NUIT EVENTS
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2017 2017
Cannes #3
Rooftop Scenography Guests
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LA NUIT EVENTS
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BEST OF F VI VIDEO
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