Sofitel hires Impact Asia for PR duties

Regional - French hospitality group Accor has appointed Impact Asia to manage PR duties for its Sofitel hotels, as the luxury brand rolls out an extensive global revamp.

Impact Asia will have a specific brief to support the South East Asian markets with a strong focus on China. The agency said the brief focuses largely on re-introducing the Sofitel Luxury Hotels brand to audiences and developing the new Sofitel Legend and SO Luxury Boutique Hotels.

Sofitel Legend will be launched as a premium offering of the Sofitel brand, while SO Luxury Boutique Hotels will be positioned as "cozy and hip boutique" offering.

Impact Asia originally introduced the Sofitel brand to Asia in 1999.

In December last year Impact Asia doubled its regional footprint, expanding its operation to  Beijing and Singapore.