Le Méridien - Au Soleil: A Summer Soirée 2018-2020
In 2018, The Gathery and I created and launched a global summer campaign for Le Méridien Hotels that celebrated the brand’s mid-century French heritage while providing a vehicle to debut the brand’s refreshed position of ‘savoring the good life’. The task was to revamp their annual summer soirée program into a more comprehensive strategy that provided an evergreen means to garner more press globally. Inspired by an international creative class of travelers who chase the sun around the globe, Au Soleil: A Summer Soirée, affirmed that the sun never sets for the jet set.
A carefully crafted brand identity was developed and then launched as a series of international events ranging from a pop-up beach club in Monaco to a destination press trip in Spain and from an intimate fête in Beverly Hills to a summer gathering in SoHo, New York. Each year since, all of our global activations featured cheeky twists designed to deliver the story through elevated experience reinforcing the brand’s promise in style for media, VIPs and influencers.
Project Details
We collaborated with the hotel brand’s global music partners, Nouvelle Vague, on two original shows with immersive sets, leveraging elements of life theater to excite and entertain unsuspecting guests
We established an integral partnership with French fashion icon Garance Doré and brokered a product partnership with beloved espadrille company, Soludos to add a fashion pillar to the programme, ultimately expanding the traditional press coverage from travel/hospitality to fashion/lifestyle media.
The globally-led halo activations were then repackaged into a detailed Property Toolkit so that all 150+ Le Méridien properties across the globe could create their very own Au Soleil soirées – an annual programme now in its third year running.
Project Contributions
Lead Creative Strategist, participating in the pitch to win the business alongside agency Co-Founders
Account Lead, as day-to-day liaison between agency and client; owner of all mission critical documents
Lead Copywriter, from proposal through to on-site consumer messaging
Partner Project Manager, supporting execution of contracts with media partners and fashion partners.
Sponsorship Lead, representing the event production function on behalf of Le Méridien Hotels
