1/50 PLANNED SUCCESS IN COMMUNICATION PR Plan SOUTH AMERICA Sofitel 2010

1/50PLANNED SUCCESS IN COMMUNICATION

PR Plan SOUTH AMERICASofitel 2010

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Scene

Pillars

Brand Objectives

Objectives – Sofitel São Paulo Ibirapuera

Objectives – Sofitel Guarujá Jequitimar

Communication Strategies

Actions

CONTENTS

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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.

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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.

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BrandGuarujáSão PauloRio de Janeiro

1) Social Events2) Club Millésime3) Relationship

with the press4) Gastronomy5) Kids

1) Enlarge and improve areas

2) Corporate Events

3) Gastronomy4) Le Fournil5) Wedding Day6) Services (So

Well, So Fit)

1) Kids2) Social and

Corporate Events

3) Gastronomy (Festivals)

4) Le Spa

1) Web sales2) Social Events3) Legend4) So Spa5) Inspired

Meetings

Goal: Raise brand and share awareness among the competition

PILLARS

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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)

OBJECTIVES - BRAND

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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.

OBJECTIVES – Sofitel São Paulo Ibirapuera

Guarantee investor satisfaction in relation to financial return and product performance.

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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.

OBJECTIVES – Sofitel Guarujá Jequitimar

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• 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.

OBJECTIVES– Sofitel Guarujá Jequitimar

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pessoas

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.

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pessoas

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.

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pessoas

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

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pessoas

Actions - Sofitel Brand

Press Trip Buenos Aires and La Reserva Cardales

Increase cross actions with feed Markets

USA (all countries)

AUSTRALIA (B Aires)

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pessoas


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.

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pessoas


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

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pessoas


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

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pessoas


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.

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pessoas


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.

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pessoas


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.

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pessoas

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)

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pessoas

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

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pessoas

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.

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pessoasoperação

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

P. Verger – executive lunch

Special events

Spa and So Fit

Executive Floor

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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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pessoasoperação

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.

Professionals of luxury hotels from Sofitel São

Paulo Ibirapuera.

Differentiated events – a tour through São Paulo

in a Ferrari.

Sofitel São Paulo Ibirapuera - Events

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pessoasoperação

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:

Develop the launch of the tour with tourism, city and automobile (Ferrari

lovers) journalists– set for January

Complete package with massage

Promote a tour/complete package for journalists

Helicopter rides:

Weekend package

Sofitel São Paulo Ibirapuera – Social Events

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Services and structure for weddings and honeymoons


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.

Sofitel São Paulo Ibirapuera –Social Event Actions

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pessoasoperação

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

J’adore Guide

Brunch – commemorative dates

Sofitel São Paulo Ibirapuera – Gastronomy Actions

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Boulangerie Le Fournil


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.


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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.


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Brunch


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.


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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.

Sofitel São Paulo Ibirapuera –Executive Floor Actions

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Event Structure


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).

Sofitel São Paulo Ibirapuera – Corporate Event Actions

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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

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pessoasoperação

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

the ones that have already been awarded.

Fidelity card

Give continuity to relationship actions with the main

hotel executive with the Trade vehicles.

Sofitel Guarujá Jequitimar - institutional

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pessoasoperação

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)

Special creations for commemorative dates

Mar Casado as a gastronomic option

Sofitel Guarujá Jequitimar - Gastronomy

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Management, training and stand-out professionals of Sofitel

Jequitimar Guarujá


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

Sofitel Guarujá Jequitimar – Actions

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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.

Sofitel Guarujá Jequitimar – Actions

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Wine Flights and eno-gastronomy


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 eno-

gastronomic trends in the enology and gastronomy markets.

Sofitel Guarujá Jequitimar - Actions

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Wine Dinner


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.


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Boulangerie e Pâtisserie Le Fournil


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.


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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.


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Kid’s Club


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.


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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.


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Convention Center


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).


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Le Spa


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, well-being 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.).


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Bandeira do BrasilGilles Jacquard - Acervo FSB

A FSB é associada à

Associação Brasileira deComunicação Empresarial

FSB does pro-bono service for the following initiatives:

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Documents

1/50 PLANNED SUCCESS IN COMMUNICATION PR Plan SOUTH AMERICA Sofitel 2010