Shangri-La Hotels and Resorts Launches New Global Brand Campaign
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Shangri-La Hotels and Resorts Launches New Global Brand Campaign
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Category: Worldwide
This is a press release selected by our editorial committee and published online for free on 2010-05-31
Shangri-La Hotels and Resorts today unveiled a new, cutting edge global brand campaign that demonstrates why the company is Asia Pacific's leading luxury hotel group. Entitled "It's in our nature," the new campaign can be viewed at http://www.shangri-la.com and expresses the group's distinctive philosophy of hospitality during the past four decades.
Inspired by conversations with thousands of employees, partners and guests, the campaign focuses on the essence of the Shangri-La culture "embracing people from the heart and treating them like family". "What truly distinctive about the kind of Asian hospitality that Shangri-La offers is our colleagues' genuine care and respect for our guests and each other. For us, this is more important than talking about palatial buildings or beautiful locations, which is why we choose this dramatically different and powerful style of campaign. It conveys the value of genuine kindness, something that is very relevant in today's society," said Greg Dogan, president and CEO of Shangri-La Hotels and Resorts.
The new campaign, created by Ogilvy & Mather and directed by internationally renowned commercial director Bruno Aveillan, takes the viewer to epic locations to communicate a simple, universal truth -- "There's no greater act of hospitality than to embrace a stranger as one's own."
This core belief is expressed daily by Shangri-La's 33,000 employees worldwide and will be shared with colleagues in over 40 new properties in China and key cities around the globe in the next five years.
Adam O'Conor, managing director of Ogilvy & Mather, Hong Kong, said, "Ever since we began our relationship with Shangri-La, it is clear that there is something different about the type of experience that they offer and the deep-rooted family ideals that lay beneath the brand. Our ambition is to bring this to life in a way that would appeal to our viewers' hearts, engage their emotions and make them think. It inspires work that breaks category conventions and that we believe will add enormous value to the Shangri-La brand image around the world."
The television advertisement will launch as a 90-second film and will be cut down into 60- and 30-second segments for television, in-flight, online and in cinemas. A three-minute version will be available online at http://www.shangri-la.com .
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