Sofitel’s new luxury hotel in Bahrain needed brand localization that brought a little bit of France to the island Kingdom.
Sofitel Luxury Hotels, the first French international hospitality brand, brought their distinctive style to the shores of the Persian Gulf kingdom of Bahrain. Situated on Zallaq Beach, the hotel offered lavish rooms and amenities, such as a spa and fine dining restaurants. This hotel’s business plan relied on two audiences – visiting tourists from outside Bahrain to fill the rooms, and a steady stream of local Bahrainis to partake of the dining and spa offerings. To appeal to both audiences, we wanted to maintain the French élan of the Sofitel brand, while localizing it for the Bahraini audience. In the end, we creatively merged two cultures by introducing the concept of the French Riviera in Bahrain: The Côte de Zallaq. The concept was carried through with a distinctive illustrative style.
February 2, 2016