A pioneer of French luxury hospitality, Sofitel has taken a new step with an official launch in Tiktok, a platform that shapes the cultural trends of a new generation. With Sofitel, a serial form of digital content, the brand explores new realms of narratives where luxury is told with humor, aesthetics and spontaneity.
The campaign will air on Tiktok, Instagram, Facebook and YouTube.
When digital codes reinvent the story of gorgeous hospitality
With three episodes scheduled so far, the series features the luxurious characters of the iconic Sofitel meet. From bestselling authors, women who captivate staff with stories, to choreographed with morning routines in the worst detail, to even a quiet duel to preserve my bed at Sofitel.
No matter how ordinary the moments are, each moment transcends the walls of a hotel, is embedded in the collective imagination, and becomes a scene of life that resonates with the habits of today’s travelers. So the encounters of Sofitel turn everyday hotel moments into true cultural references.
Created in collaboration with Publicis Luxe and directed by Fabio de Frel, the campaign captures the essence of unique interactions that keep Sofitel singular experiences. Combining sophisticated aesthetics with playful tones, the brand shapes a new, more contemporary story of luxury.
With this campaign, Sofitel is not merely exploring new digital spaces, but is reinforcing its presence in the world of lifestyle and creativity. Each episode celebrates the brand’s sophisticated ritual. La Haute Croissant Terry – a homage to a pastry that has elevated artisans with local influences – a sleep experience that has reinvented my bed, Sofitel.
Digital as a gateway to a new era of luxury
Sofitel’s arrival at Tiktok marks a strategic turning point. In other words, it’s one of the more connected, more human and more audacious luxury. The brand speaks to travelers of tomorrow with content that goes beyond traditional, luxurious codes, and is embedded in the dynamics of culture and engagement. The campaign highlights Publicis Luxe’s expertise in digital storytelling and social engagement, redefines luxury code and seamlessly integrates it into an ever-evolving digital culture.
“This new campaign marks a bold step towards enhancing the Sofitel brand through fresh and dynamic content that appeals to the brand’s younger and more important audience. By blending sophisticated storytelling with engaging and friendly humor, Zabieroyok’s leading marketer Zabieroyok’s leading marketer Zabieroyok’s marketer Zabieroyok wants to connect all audiences on every platform in a genuine way.
