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"Heaven and Earth" is the new global advertising campaign launched
October 3 by Shangri-La Hotels and Resorts. The ads will run in key business, news, lifestyle
and travel magazines in Asia, Europe and North America through 2005.
The ads feature a single, evocative photographic image, suspended
between bold "Heaven" lettering above, and "Earth" below, superimposed
with the question "Where will you find your Shangri-La?"
"The message is that Shangri-La is a state of mind and moment in time,
an idyllic episode between Heaven and Earth," says Brendan Inns, Shangri-La's vice president of corporate marketing. "We wanted to
elicit an emotional response, according to whatever one's own vision of
paradise might be, with the underlying suggestion that these moments can
be found at Shangri-La's Hotels and Resorts."
Some of the images include a woman making sand "angels" on a deserted
beach at dawn; a male executive savoring the evening grandeur of the
Hong Kong skyline while working peacefully on a closed pool deck; and a
couple in formal wear dancing on a terrace opposite the Shanghai Bund,
shielded from the evening drizzle by a Shangri-La waiter's umbrella.
"This is a bold approach with high emotional impact," adds Martin F.
Waechter, chief marketing officer. "Rather than traditional, boring
guestroom-and-lobby advertising, we sought to communicate the magical
moments that can happen when one is treated to the finest Asian service
and hospitality. Even though all are shot in Shangri-La locations, none
of the photo backdrops are identified, so the concept is universal, appropriate to Shangri-La's rapid expansion within and beyond
Asia-Pacific."
The ads were designed by TBWA/Hong Kong, part of the Omnicom Group, and
photographed by Harry de Zitter of Florida, USA.
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