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A Public Relations programme in Asia

Sofitel hands Asia and China PR remit to impact Asia

Sofitel Luxury Hotels, owned by French hospitality group, Accor, has appointed Impact Asia to develop and manage its Public Relations programme in Asia, specifically China with support for Southeast Asia, and to jumpstart the brand’s extensive global revamp.

The brief focuses largely on re-introducing the Sofitel Luxury Hotels brand to target audiences and also developing the brand new Sofitel Legend and SO Luxury Boutique Hotels.  Sofitel Legend, will be launched as the creme de la creme of the Sofitel brand, offering a collection of legendary luxury properties across the world, redefining living heritage and palace hotels.  SO Luxury Boutique Hotels, on the other hand, will be positioned as cozy and hip boutique properties tapping into guests’ desires for design and pleasure.  Whether it is SO Paris, SO Mumbai, or SO New York, each “SO” hotel will be a chapter of a global story.

“With their depth in experience and understanding of the luxury hotel market, Impact Asia was a clear choice,” explained Francoise Parguel, head of communications at Sofitel. “Their forward-thinking vision and creative approach are a perfect fit for us at this turning point in Sofitel’s brand history. Also, they originally introduced the Sofitel brand to Asia in 1999, so we are delighted work with them given their strong understanding of our product.”

Impact Asia CEO, Susan Field, is similarly enthusiastic. “We are so thrilled to continue to work with Sofitel. We are really looking forward to moving forward with the Sofitel team in China and Southeast Asia, and embracing the challenges full-on.”

The PR programme will see Impact providing strategic counsel alongside a number of ongoing tactical PR initiatives.  The geographical remit primarily covers China and strong support in Southeast Asia.

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