Born in 1960s Paris, Le Méridien Hotels & Resorts, part of Marriott International, continues to celebrate an era of glamourous travel by partnering with leading French sparkling wine brand Chandon to create the first joint limited edition bottle design that launched today in China. The ‘Avec Amour’ partnership expresses the brand’s desire to celebrate love around the world and uplifts the existing global Le Méridien Sparkling programme featuring signature brand cocktails celebrating the European aperitif culture. The exclusive bottle design and sparkling programme is set to redefine French sparkling wine enjoyment at Le Méridien Hotels & Resorts across China.
“Le Méridien Hotels & Resorts and Chandon Sparkling Wines both share French roots and we believe that the coming together of these two brands will refresh the concept of savouring the good life for Le Méridien’s guests in China. We look to expand this partnership into more markets across Asia Pacific in 2020,” said Mike Fulkerson, Vice President, Brand & Marketing Asia Pacific, Marriott International.
In order to deepen the concept of ‘Avec Amour’ for travelers, Le Méridien has invited three Chinese brand ambassadors including singer Valen Hsu, television personality Li Ai and rising actress Shen Yue to share their heart-warming stories about love between couples, family and friends. Echoing Le Méridien’s belief that love knows no bounds, their understanding of love showcases how every kind of love is worth celebrating in a romantic brand video.
With its longstanding European lifestyle heritage, the Paris-born brand connects the creative-minded traveler to cultures around the world through the distinctly European spirit of savoring the good life. ‘Avec Amour’ (meaning ‘with love’) first piloted as a seasonal programme across all Le Méridien hotels worldwide to celebrate love and the romance of travel. Le Méridien hotels celebrated (avec amour) by Le Méridien with a global offer that features effervescent Kir Royale aperitifs and decadent dark chocolate amenities. The brand’s signature Le Meridien Hubs, which transform from a bright and fresh coffee house by day to a sophisticated cocktail bar by night, featured a curated soundtrack by French Bossa Nova collective Nouvelle Vague that puts a light-hearted, modern twist on the classic love anthems. This initial campaign served as the inspiration of the latest brand partnership with Chandon, now debuted in China. Not limited to merely romantic love, the launch of the Le Méridien and Chandon ‘Avec Amour’ partnership celebrates love in all forms and the affection one has for family and friends year-round, particularly during the holiday seasons including Christmas and New Year, Spring Festival and Valentine’s Day.
To coincide with this exciting new partnership, Le Méridien Hotels & Resorts across China will offer a range of romantic sparkling wine pairings, including a special sparkling wine and cheese pairing at Le Méridien Hangzhou Binjiang Hotel; bubbly Chandon breakfast, lunch and special occasions treat for Christmas and New Year at Le Méridien Xiamen Hotel; or romantic French sparkling afternoon tea in the sky at Le Royal Méridien Shanghai Hotel.
