Ogilvy Hong Kong develops Shangri-La Hotels and Resorts global brand campaign
31 May, 2010
— 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 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 is 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 was clear that there was something different about the type of experience that they offered and the deep-rooted family ideals that lay beneath the brand. Our ambition was to bring this to life in a way that would appeal to our viewers’ hearts, engage their emotions and make them think. It inspired 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 followed with a 60- and 30-second cut down on television, in-flight, online and in cinemas. A three-minute version will be available online at www.shangri-la.com. About Shangri-La Hotels and Resorts
Hong Kong-based Shangri-La Hotels and Resorts currently owns and/or manages 66 hotels under the Shangri-La and Traders brands with a rooms inventory of over 30,000. Shangri La hotels are five-star deluxe properties featuring extensive luxury facilities and services. Shangri-La hotels are located in Australia, Canada, mainland China, Fiji, Hong Kong, India, Indonesia, Japan, Malaysia, Maldives, Philippines, Singapore, Sultanate of Oman, Taiwan, Thailand and the United Arab Emirates. The group has over 40 projects under development in Austria, Canada, mainland China, France, India, Macau, Malaysia, Philippines, Russia, Qatar, Seychelles, Turkey and United Kingdom.
For more information or reservations, please contact a travel professional or access the website at www.shangri-la.com
. PRESS CONTACT
: Jane Fraser
Regional Director, Ogilvy & Mather Asia Pacific
Tel: (65) 98212914
For digitised pictures of the group’s hotels, please go to http://www.shangri-la.com/imagelibrary
. CAMPAIGN CREDENTIALS
Campaign name: It’s in our Nature
Client: Shangri-La Hotels and Resorts Agency: Ogilvy & Mather, Hong Kong
Account servicing: Adam O’Conor, Laura Le Roy
Planning: Catherine Moustou
Creative Director: Pierre Desfretier
Art Direction: Pierre Desfretier, Genevieve Hardy
Copywriting: Kwei Chee Lam, Edgard Montjean, Troy Sullivan
Producer: James Brook-Partridge
TVC director: Bruno Aveillan
Music Composer: Bruno Coulais
Production team: Quad Productions
Media buyer: Maxus
Exposures: TV, Cinema, In-flight, Magazines, Online, Airport