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Shangri-La Hotels and Resorts has launched a multi-million dollar global
advertising campaign targeting both consumers and travel trade. The
campaign was developed by TBWA/Hong Kong and will be seen in more than 30
countries around the world.
Brendan Inns, Shangri-La's director of corporate marketing, explained: "We
need to show our spectacular properties to guests who have not had the
pleasure of experiencing them first hand. And, at the same time, bring
alive the warmth and friendliness of Shangri-La's service and luxury."
Raymond
Chau, executive creative director of TBWA, elaborated: "The dual message is critical. The visual interplay in each photograph between
today's reality and a similar occurrence countless centuries ago, depicted
in a piece of antique art, emphasises the timeless values underlying that
service."
Every advertisement features a unique and dramatic area of one of the
group's 38 hotels across Asia Pacific and an every day event such as
greeting a guest and serving tea, each executed with the hospitality and
style that are inimitably Shangri-La. Also prominent in each photograph
is a piece of Asian artwork, a painted silk screen, a tapestry or
sculpture. The artwork depicts a similar scene to that being enacted in
the main photograph.
"We are very proud of having the finest hotel properties in Asia," says
chief executive and managing director, Giovanni Angelini, "and Shangri-La
hospitality is the heart of our mission statement. This campaign stands
for exactly the spirit that my team is dedicated to delivering at
Shangri-La."
The group has also launched a campaign to promote its resorts in Fiji,
Malaysia, Philippines and Singapore using the tag line of 'Getting Away To
It All'. A campaign for the five four-star Traders' properties starts
later this month to position the hotels in China, Myanmar, Philippines and
Singapore as 'A Sensible Business Decision'.
Shangri-La Hotels and Resorts, the largest Asian-based luxury hotel group
in the region with almost 20,000 rooms, currently manages hotels in the
Chinese mainland, Hong Kong SAR, Fiji, Indonesia, Malaysia, Myanmar,
Philippines, Singapore, Taiwan and Thailand. |
