Sofitel, with 120 addresses in nearly 40 countries and more than 30,000 rooms, is the only French luxury hotel chain found on all continents. The company and its Paris-based agency, BETC, recently launched the second phase of its “Life is Magnifique” ad campaign. In the format of classic handwritten travel journals, the print ads offer glimpses of Sofitel’s flagship hotels through souvenirs like Polaroid photos, luggage tags and hotel business cards, each framed in a Moleskine notebook. With images from Kenzo Takada’s green Zen world at Sofitel So Mauritius, the monumental architecture at the Sofitel Chicago and the high fashion spirit at Sofitel Paris Le Faubourg, the campaign captures French elegance on the international scene—unique and inspired by local traditions and culture.

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Paris, June 14. There is such a fantastic fashion feeling about this place! It’s just like I’m sleeping in one of the great couture houses that surround us… How could I resist it? Life is magnifique!

Guangzhou, October 8. What a vibrant day… eight meetings, two closed deals, the sparkling city lights stretching out before me. This is a hotel that seriously understands style—even the Eiffel Tower is blushing red with admiration. Life is magnifique!

Dubai, June 18. It was a delight to enjoy this wonderful moment by the pool. The immaculate blue sky, the neverending sea in front of us, the personalized service… For a little while, I thought I was on holiday. Here business becomes a pleasure… Life is magnifique!

Amsterdam. August 25. Everything here is grand, from the service and the fine dining to the interior decor… Celebrating our crystal wedding anniversary in this most historic of places, which has welcomed its fair share of royal visitors, makes us feel like a king and queen too! Staying here is a truly grand experience. Live the legend!


Communication Arts

// From our friends at Communication Arts

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