Atteline - Sofitel X Azaide with a lobby view
Atteline - Sofitel X Azaide with the artist

Sofitel Dubai The Palm X Azaïdé Event

THE BRIEF

With Sofitel Hotels and Resorts’ celebrating 60 years of unparalleled luxury and hospitality, Sofitel Dubai The Palm sought to foster cultural connections and enhance the guest experience through a unique partnership with locally based French artist, Chloé Robin, also known as Azaïdé, winner of the Emerging Artist 2024 Grand Prize by World Art Dubai.

Atteline’s strategy was to maximise brand awareness and create buzz around this collaboration by leveraging our PR expertise. We drafted a compelling press release, secured interviews with top-tier publications, and hosted an exclusive event for key media and influencers. Together, these efforts successfully elevated the visibility of the Sofitel Dubai The Palm and underscored its commitment to art and culture within the luxury hospitality sector.

THE DELIVERY

To bring the partnership to life and maximise its impact, Atteline developed a comprehensive strategy focused on creating brand awareness and generating buzz. We started by crafting a detailed press kit and drafting a compelling release announcing the partnership in both English and Arabic. This release was strategically distributed to tier A media titles to ensure coverage.

Following this, we secured interviews with top-tier publications, positioning the brand and the partnership effectively. Our efforts successfully led to five interviews with prominent publications across both languages, ensuring maximum visibility and reach.

Lastly, we hosted an exclusive media and influencer event at Sofitel Dubai The Palm’s luxury villa. The event featured an interactive workshop led by Azaïdé, where guests had the unique opportunity to create their own embroidery art pieces. This event welcomed 10 media publications and 7 influencers, further amplifying the partnership’s presence in the market.

THE OUTCOME

  • Secured x5 media interviews with tier-A publications, including Villa 88, Layalina, The Luxe Scoop, WIRED ME, and MOJEH
  • Achieved high-quality coverage through the influencers social media platforms
  • Reached a total circulation of 976,233, indicating the overall audience size reached through our coverage
  • Generated a PR value of $ 76,200.00