This French hotel chain had purchased properties across America. But nobody knew what a Sofitel was. The brand had no image.
Since no two Sofitel properties looked the same, we turned this into an advantage by contrasting Sofitel suites with the sameness of ordinary business hotels.
At what point did business travel lose its appeal?
Was it when you realized you were staying in the same
boring hotel room no matter which city you were in?
At Sofitel, none of our rooms are boring. And they're alike only in one respect.
They're the best in town.
No matter what town you're in.
Vive le difference.
We'd planned to use photography for this campaign but the client wanted the same look as the comps so we went with illustration. And the client's legal people killed our original tag line, "Vive le Difference" We never new why.