PR Plan SOUTH AMERICA
Sofitel 2010
PLANNED SUCCESS IN COMMUNICATION
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CONTENTS

Scene

Pillars

Brand Objectives

Objectives – Sofitel São Paulo Ibirapuera

Objectives – Sofitel Guarujá Jequitimar

Communication Strategies

Actions
2/50
SCENE
 The luxury market has been growing at a faster rate than the world economy and
should, in spite of the world financial crisis, continue to grow at a high rate in
2010.
 The Sofitel chain has gone through a period of image repositioning in all of the
hotels in Latin America, with the objective to solidify itself as a luxury hotel and
with this, attract more guests who search for differentiated treatment.
3/50
SCENE
Market:
Luxury market growing.
Agressive competition (S Paulo, Bogota, B Aires and Cartagena)
 Sofitel: world class hotels, with French elegance that integrates guest
relations and satisfaction.
 Legend concept: legendary hotels that are located in places that are
considered historical landmarks.
 So concept: cosmopolitan hotels, with the bar as the highlight, for a
young and modern demographic. Will have more reserved and intimate
spaces and personalized service.
4/50
PILLARS
Rio de Janeiro
São Paulo
Brand
Guarujá
Goal: Raise brand and share awareness among the competition
1) Social Events
2) Club Millésime
3) Relationship with
the press
4) Gastronomy
5) Kids
1) Enlarge and
improve areas
2) Corporate Events
3) Gastronomy
4) Le Fournil
5) Wedding Day
6) Services (So Well,
So Fit)
1) Kids
2) Social and
Corporate Events
3) Gastronomy
(Festivals)
4) Le Spa
1)
2)
3)
4)
5)
Web sales
Social Events
Legend
So Spa
Inspired Meetings
5/50
OBJECTIVES - BRAND
Position the Sofitel brand in the luxury hotel segment through initiative
To make the brand, all over the world, as the main French and European
ambassador of international hotels by\;


Openings

Refurbishments

Key events ww / region

Gastronomic events

Excellence and consistency in the services rendered to clients.

Media Trainning spokespeople (each country)
6/50
OBJECTIVES – Sofitel São Paulo Ibirapuera
Make Sofitel São Paulo Ibirapuera a source of permanent information for the media on
themes such as the luxury market and hotels.


Make the hotel a reference in infrastructure for corporate events.

Highlight differences such as expertise in guest service in the business segment.

Use the bar as an element of identity.

Enchant the guests with the quality and constant renovation of products and services.
Guarantee investor satisfaction in
financial return and product performance.

relation
to
7/50
OBJECTIVES – Sofitel Guarujá Jequitimar
To position Sofitel Guarujá Jequitimar in the luxury hotel segment on the Brazilian
coast through initiatives and actions that aggregate value:
Position the gastronomy at Sofitel Guarujá Jequitimar as the best option in the
region.


Consolidate the image of Le Spa and work the So Spa concept.
Highlight the different accommodation options and the diversity of entertainment
and leisure activities.

Promote Sofitel Guarujá Jequitimar as the best option for events on the coast,
located a little over an hour away by car and less than 15 minutes by helicopter.

Reach strategic demographics for the resort: opinion makers, journalists, trade,
collaborators, consumers and prospects.

8/50
OBJECTIVES– Sofitel Guarujá Jequitimar
Reinforce the permanent relationship with key journalists for Sofitel Guarujá
Jequitimar and for the brand.
•
Make Sofitel Guarujá Jequitimar a source of permanent information for the media
on themes such as the luxury market and hotels.
•
9/50
Communication Strategy

Promote the haute cuisine of the hotels through different actions. Position Roland
Villard as executive chef of the region.

Produce facts to promote services and products together with the demographics of
interest with the possibility of generating insert possibilities in the media.

Produce content to feed the press : chefs’ recipes, services related to luxury hotels,
images, tips from specialists, etc.

Use the differences of the brand and Sofitel hotels as credentials.

Provide journalists and opinion makers a chance to try Sofitel products and services.
pessoas
10/50
Communication Strategies

Increase the visibility of the Sofitel brand through partnerships with brands and
events linked to luxury.

Continuous relationship with journalists of interest.

Work in synergy with the communication network of the Americas and WW, with a
permanent exchange of information and experiences to amplify brand visibility.

Media Training focused on spokespersons: Nagi + GM´s

Be aware of events and actions to guide the spokespersons.
pessoas
11/50
Actions – Sofitel Brand

Actions with the press:

Continuous relationship policy with the press by way of a schedule of periodic
meetings with Mariângela Klein and other vehicles of interest for the brand. We would
like to point out that some vehicles depend on interesting suggestions or exclusive
guidelines to arrange meetings with executives.
•
Mktg Trade and Tourism
Propaganda & Marketing
Viagem e Turismo magazine
Próxima Viagem magazine
Viaje Mais magazine
Top Destinos magazine
Panrotas
Brasilturis
•
•
•
•
•
•
•
• Economy and Business
• O Estado de S. Paulo
newspaper
• Folha de S. Paulo
newspaper
• Brasil Econômico
magazine
• Valor Econômico
magazine
• Época magazine
• Veja magazine
• IstoÉ magazine
•
•
•
•
•
•
•
•
Female/Luxury magazines
Wish Report
Cool Magazine
L’Officiel
A Magazine
Marie Claire
Elle
Claudia
pessoas
12/50
Actions - Sofitel Brand
 Press Trip Buenos Aires and La Reserva Cardales
 Increase cross actions with feed Markets
 USA (all countries)
 AUSTRALIA (B Aires)
pessoas
13/50
Actions - Sofitel Brand
 Sales in South America / Online and CRM B2C Communication Strategy
 Action of relationship with journalists
 Online Communication Strategy – Mkt
 Sofitel.com and com.br – system that communicates with CRM, daily, the
base feeds the CRM (specific mailing). Data base with an interest in packages
and services
 Online media – Onne, Glamurama and other luxury portals.
pessoas
14/50
Actions - Sofitel Brand
 Luxury Market/ Agencies – B2B (Magnifique Club)
 Service consistency
 Specialized news/site (portal with Luxury content) – social sites Twitter,
Facebook, Linked in, etc. (leverage hotel restaurants and services)
 Differentiated packages
 Meetings with Gabriela Otto (Distribution)
 Personnel management / performance
 Retail
pessoas
15/50
Actions - Sofitel Brand
 Suggest guidelines for Sofitel actions for 2010. (TBD)
 Guidelines about professionalizing agents and travel agencies specialized in
luxury tourism and the association of the Sofitel brand with these companies.
 HSM – action focused on the corporate public (events area – approximation with
the marketing area) FAIRS AND EVENTS MARKET – Online media
pessoas
16/50
Actions - Sofitel Brand
PR meeting in the region – meeting in the beginning of March with the regional
agencies (Colombia and Argentina) to align the brand’s major axes of the year–
new mind set – Argentina as a destination in Brazil, institutional outlook – group
work for press office cases.
 FSB will organize a tour of publishers in São Paulo (ex. Editora Abril). Cross action
construction. A reflection of the actual work and how it can be integrated.
pessoas
17/50
Actions - Sofitel Brand
 Management, training and luxury hotels:
 Relationship actions with journalists – meetings with Suzana Piorino
 Suggest guidelines about HR management in luxury hotels.
 Suggest guidelines about specialization of staff in hospitality and excellence in the consistency
and service to clients.
pessoas
18/50
Actions - Sofitel Brand
 Marketing and luxury hotels:
 Relationship actions with journalists – meetings with Mariângela Klein
 Suggest exclusive guidelines about sponsorships and promotional activities.
 FSB suggests that Sofitel holds a workshop about marketing in luxury brands, under the
consultation of Carlos Ferreirinha, of MCF. There will be other brands present, such as the
LVMH group, Mini Cooper, Hermès, besides a partnership with the web portal Glamurama
to inform, in real time, the content of the workshop. The event will take place at Sofitel
São Paulo Ibirapuera.
 Sponsorship of luxury or sporting events of the elite.
pessoas
19/50
Actions- Sofitel Brand
Participation of Sofitel cuisine in events aligned with the positioning and
interests of the brand
 Suggestions of actions to take with the opinion makers:
HSM (Corporate)
Casar (Social)
ABAV (Trade)
pessoas
20/50
Actions – Crisis Management
 Rio de Janeiro – Sofitel has a 30 year lease agreement. Spokespersons:
Bonadona / Antonieta
 São Paulo – the owners intend on selling the Sofitel and Novotel buildings. Sofitel
is not the spokesperson on this subject.
 Reaction notes / speak to Mariângela
pessoas
21/50
Actions – Sofitel Brand
 Carrasco:
 Opening in Uruguay (beginning of 2012)
 Conf. call with Pillar Perrier – alignment of communication, focused on the
primary zone.
 Address the restoration of the hotel with Construction magazines.
 Do not address the casino (it is not managed by Sofitel).
 Le Spa
 Project evolution – interior project, design, hiring of personnel, etc.
 Containment – Karina + owner of local state TV.
pessoas
22/50
Sofitel São Paulo Ibirapuera - pillars
Communication will be divided into five different pillars and will try to consolidate brand
positioning in the luxury segment. All the pillars will be permeated by this concept:
 Aboo Wine Lounge Bar
 Inspired Meetings:
 Corporate Events
 Social Events
 Gastronomy
 Brunch – commemorative dates
operação

P. Verger – executive lunch
pessoas
 Special events
 Spa and So Fit
 Executive Floor
23/50
Sofitel São Paulo Ibirapuera – Aboo Wine Lounge Bar

Focus on the new Lounge Bar in São Paulo as a MODERN, differentiated space in the
city of São Paulo for happy hour and work meetings.

Open to the public / Concept:


Inspired by the New World

African theme (bamboo, details of animal elements, leather, entrance to a terrace,
bringing nature closer to people). Visual wine cellar with 500 wines and a wine
library.

Communication in the city – fun/ alternative space/ warm

Guest communication – cover/message (teaser)

Touch screen menu – interactive

Launch an action with journalists to reveal the new bar – take down the cover and
on the other side everything will be ready (discover). Blind Event. Jazz Trio every
Thursday, pianist, a different style of music every day.

Create special events every two months to keep clients coming to the bar.
The space will receive a sophisticated look and the installations will be enlarged, with the
opening set for April 2010.
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Sofitel São Paulo Ibirapuera - Events
Themes for 2010

Guidelines regarding corporate spaces and
modernization of the rooms with Infinity technology.

Suggest hotel guidelines for media vehicles from the
interior of São Paulo and other states: Brasília, Belo
Horizonte, Curitiba, Porto Alegre, Campo Grande.
operação

pessoas
Professionals of luxury hotels from Sofitel São Paulo
Ibirapuera.

Differentiated events – a tour through São Paulo in a
Ferrari.
25/50
Sofitel São Paulo Ibirapuera – Social Events
 Guidelines

about the Sample Wedding Menu:
Present the possibilities of brides and families experiencing the services at Sofitel São
Paulo

Sampling of the gastronomic Menu and all related services
 Guidelines about a tour through São Paulo in a Ferrari:

operação
Develop the launch of the tour with tourism, city and automobile (Ferrari lovers)
journalists– set for January
pessoas

Complete package with massage

Promote a tour/complete package for journalists
 Helicopter
 Weekend
rides:
package
26/50
Sofitel São Paulo Ibirapuera –Social Event Actions
Services and structure for weddings and honeymoons
 Actions with the press:

Create the Sample Wedding menu, where the bride and her family members can
sample the wedding experience: gastronomy and services.

Contact all the specialized bridal magazines to suggest Sofitel São Paulo as a location
for fashion editorials.

Publicize the Air of Romance package (brochure + release) to journalists of interest.

Relationship action with journalists of publications geared towards brides for a lunch
at Sofitel São Paulo and a site inspection of the apartments and event rooms. During
the lunch a mini- sample menu of the party delicacies will be offered.

Produce wedding images for release with different set-ups.
 Other actions:

Partnership to host the wedding of a celebrity with photos to be released and sent to
the main social/celebrity magazines.

Host a bridal gown fashion show of a renowned designer.
27/50
Sofitel São Paulo Ibirapuera – Gastronomy Actions
Themes for 2010
 P.Verger Restaurant – executive lunch and new menu
 Gastronomic festivals – periodical
 Le Fournil – position it as the best French Confectionary shop among all the other
French ones in the city of São Paulo
operação
 J’adore
Guide
pessoas
 Brunch – commemorative dates
28/50
Sofitel São Paulo Ibirapuera – Gastronomy Actions
Boulangerie Le Fournil
 Actions with the press:
 Develop activities that will position Le Fournil as a Confectionary Shop:
 Send sweets from Le Fournil with a card to journalists on their birthdays. We
suggest the creation of a mailing list with the main names of luxury, tourism, trade,
social, propaganda & marketing, gastronomy and lifestyle editors.
 Preparation of a catalogue with photos and descriptions of Le Fournil products to
send to gastronomy editors with some recipes.
 Choose a journalist per week to send an invitation with a complimentary voucher
(for them and a guest) to try a dessert and coffee at Le Fournil.
 Periodically work on differentiated guidelines about the products: macaroons, mille
feuille (highlighted as the best mille feuille by the NY Times – story, recipes and
cases) and other sweets.
29/50
Sofitel São Paulo Ibirapuera – Gastronomy Actions
Boulangerie Le Fournil
 Actions with the press:
Suggestion to send products from Le Fournil to a select mailing list of 15 journalists on every
important commemorative date for the hotels and the brand:

-
Mother’s Day – mini-dessert Le Fournil - May
Valentine’s Day – mini-dessert Le Fournil – June
Father’s Day – August
Beginning of spring – special edition dessert - September
Christmas – mini Bûche de Noel – December
King’s Day – mini Galette de Rois – January
São Paulo’s birthday - 25/1
 For all of these, personalized cards will be sent out, signed by Walter Strub and Patrick Ferry.
30/50
Sofitel São Paulo Ibirapuera – Gastronomy Actions
Brunch
 Actions with the press:
 Brunch will be worked on for commemorative dates
 Action of relationship with journalists on special dates.
 Monthly relationship – invite one journalist per month with the possibility of bringing a
guest. We suggest journalists of luxury, tourism, trade, social, gastronomy and lifestyle
editorials.
 Insert the brunch in schedules about different program options in São Paulo on Sundays.
31/50
Sofitel São Paulo Ibirapuera –Executive Floor Actions
Executive Floor

Press trips at Sofitel São Paulo
 Press trips with journalists from other cities in São Paulo and other Brazilian states with an
itinerary in town and accommodation at Sofitel São Paulo.
 Dinners promoted by chef Patrick Ferry, Karina Zoca and Walter Strub during the press
trips.


Other actions:
Inclusion of cultural programs and complete city tours through partnerships with specialized
companies.
 Actions with the press:
 Action of relationship with journalists: weekly invites to get to know the Executive Floor
services and accommodations.
 Divulge new services which will be added.
 Other actions:

Create gifts with an executive profile such as pens with the Sofitel logo, executive folders and
electronic agendas to give to habitual guests.
32/50
Sofitel São Paulo Ibirapuera – Corporate Event Actions
Event Structure
 Actions with the press:

Work on guidelines that value the event spaces at Sofitel São Paulo, with a description of the
areas and services offered together with trade and event editorials.
 Other actions:

Partnerships with industry entities to promote corporate events at Sofitel São Paulo:
marketing relationship actions and promotions. Work with specific class media (HR, Lawyers,
Medicine, Engineering, NCI, neighborhood magazines, etc).
33/50
Sofitel Guarujá Jequitimar - pillars
Communication will be divided into four different
pillars and will try to consolidate brand positioning
on the luxury segment. All the pillars will be
permeated by this concept
 Kid’s Space
 Corporate Events
 Gastronomy
 Le Spa
34/50
Sofitel Guarujá Jequitimar - institutional
Themes for 2010

Institutional Image: Sofitel Guarujá Jequitimar as a
reference in luxury hotels

Management and training in luxury hotels and
stand-out professionals at Sofitel Guarujá
Jequitimar

National and international awards given to Sofitel
Jequitimar
Guarujá during the year,
highlighted by
operação
pessoas
the ones that have already been awarded.

Fidelity card

Give continuity to relationship actions with the main
hotel executive with the Trade vehicles.
35/50
Sofitel Guarujá Jequitimar - Gastronomy
Themes for 2010

Wine Flights and eno-gastronomy
 Les Épices Restaurant
 Harmonia dos Sabores – Gastronomy and Music
 Boulangerie e pâtisserie Le Fournil – get the
history of the products, such as the tradition
of breads, sweets etc. (focus on the product)
operação
pessoas
 Special creations for commemorative dates
 Mar Casado as a gastronomic option
36/50
Sofitel Guarujá Jequitimar – Actions
 Management, training and stand-out professionals of Sofitel
Jequitimar Guarujá
 Actions with the press:
 Highlight the professions of butler and housekeeper, bringing back the charm
and glamour of these functions through cases and curious stories from these
professionals while providing services to the guests of Sofitel Jequitimar Guarujá.
 Nursery Babysitter– professionals prepared to take care of babies. Stories of
children who have created a bond with their nursery aids (testimonials).
 Complete leisure for all age groups – from nursery aids (care) to pre-teens
(leisure) – team competency
37/50
Sofitel Guarujá Jequitimar – Actions
 New function inspired meetings/concierge – second semester
 work on guidelines such as “A day with the butler” or “concierge” indicating
programs geared towards ecotourism like trails and boat trips.
 Make Ana Carolina De Simone the spokesperson for subjects related to beauty
and relaxation for the main publications in the area through lunches with the
press in São Paulo or Guarujá.
 Work on guidelines with a profile of Ana Maria Santos, operations manager of
the hotel, on subjects about women and work in feminine and professional
management magazines.
38/50
Sofitel Guarujá Jequitimar - Actions
 Wine Flights and eno-gastronomy
 Actions with the press:
 Create a wine guide with tips from sommelier Patrício to appreciate the wines and
harmonize them with dishes from the Les Épices menu.
 Suggest the participation of the chef and sommelier on TV shows to present enogastronomic trends in the enology and gastronomy markets.
39/50
Sofitel Guarujá Jequitimar - Actions
 Wine Dinner
 Actions with the press:
 Invite journalists to participate in the harmonized wine dinners.
 Suggestions of guidelines with the invited sommelier and the chef about the menu
and harmonization.
 Create a mini-menu to send beforehand to journalists.
 Other actions:
 Create an exclusive gift for participants of the event. Suggestions: bottle opener with
the Les Épices and Sofitel logos, So Boutique bottle carrier, ½ bottle of one of the
harmonized wines.
40/50
Sofitel Guarujá Jequitimar - Actions
 Boulangerie e Pâtisserie Le Fournil
 Actions with the press:
Actions aligned with Le Fournil Sofitel São Paulo:
 Send Le Fournil desserts to journalists from Baixada Santista on their birthdays. We
suggest a creation of a mailing list with the main names in tourism and gastronomy
editorials and columnists.
 Guidelines with the pâtissier about his profile and recipe tips.
 Prepare a catalogue with photos and descriptions of Le Fournil products to send to
gastronomy editors with some recipes.
 Periodically work on differentiated guidelines about the products : macaroons,
croissants, mille feuille, quiche, etc. (get the history of the product)
 Choose a journalist per week to send an invitation with a complimentary voucher (with
a guest) to try a dessert and coffee at Le Fournil.
. This voucher will be sent to tourism, trade, social and gastronomy journalists.
41/50
Sofitel Guarujá Jequitimar - Actions
 Mar Casado as a gastronomic option

Actions with the press:

Partnerships with the neighboring Marina/Yacht Clubs for a boat trip – people come
on their yachts and stop for lunch at Mar Casado.

Create a focused action in partnership with other partners.

Organize a Gastronomic Seafood Festival for journalists specialized in gastronomy,
with a harmonized tasting of white wine and champagne.

Explore the meaning of the restaurant (Mar Casado)

Create a specific mailing list of publications with a focus on nautical life (Náutica, Iate
Brasil) to promote the positive points of the restaurant with the objective to make it a
reference as a fish and seafood restaurant, highlighting the access via sea and beach,
independent of the resort entrance.

Participate in the Gastronomic Festival in the area in the month of October.

Riviera magazine– partnership and a message about proximity and convenience.
42/50
Sofitel Guarujá Jequitimar - Actions
 Kid’s Club
 Actions with the press:

Give continuity to the relationship with journalists about the Kid’s Club experience, so
that they can visit the locale with their children and get a first-hand look at the
infrastructure and programs. Suggestion: invite one journalist per month.

Guidelines related to female executives who are traveling and wish to bring their
children, with the suggestion of the Kid’s Club as an accommodation option for this
profile.

Cultural contest in partnership with children’s publications in the main newspapers in
Brazil: Globinho, Folhinha, Estadinho and Recreio and Gênios magazines, to propose a
cultural contest where the children will be competing for a weekend at the Kid’s Club
by sending in a drawing with the theme: “Draw the perfect weekend”. The three best
drawings will be awarded, as chosen by the newspaper.
43/50
Sofitel Guarujá Jequitimar - Actions

Promote the Kid’s Club restaurant and the Little Gastronome menu in schools in the
Baixada Santista.

Create a Kid’s Club web site with interactive games to stimulate children to get to
know the place (mkt plan– divulge)

Create a Kid’s Club gift to give to visitors and participants of the activities.
Suggestion: Cabriola Gang dolls.
44/50
Sofitel Guarujá Jequitimar - Actions
 Convention Center
 Actions with the press:

Work on guidelines that highlight the infrastructure and services offered for
corporate events at Sofitel Jequitimar Guarujá.

Emphasize in the communication of the Convention Center the facilities such as the
heliport and the proximity to the capital of São Paulo, besides the comfort and
refinement of Sofitel Jequitimar Guarujá.

Events of the Month List at the Hotel – in the month of January the companies
invest in corporate actions (Natália will send a list of the events in the hotel).
45/50
Sofitel Guarujá Jequitimar - Actions
 Le Spa
 Actions with the press:
 New Le Spa concept for So Spa – products for sale, living space, relaxation room.
 Guidelines about different beauty recipes.
Work on a suggested guideline about beauty and well-being promoting the Le Spa
treatments adapted for the different seasons during the year, in accordance with the
actions already listed in the planning of So Spa. Example: preparing for winter, wellbeing week, sports, Day Spa and Week Spa.

Relationship action with journalists: to keep, during the rest of the year, the action of
inviting the press so that every weekend a journalist can live the Le Spa experience.

December to January –mkt media with a balance of the 2009 events (get
indicators: people, types of events, companies, etc.).

46/50
Bandeira do Brasil
Gilles Jacquard - Acervo FSB
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Rio de Janeiro
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São Paulo
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Belo Horizonte
A FSB é associada à
FSB does pro-bono service for the following initiatives:
Associação Brasileira de
Comunicação Empresarial
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