Published on Hotel Management Asia (http://hma.hotelworldasia.com)

Shangri-La launches new global brand campaign

By Deb Gutierrez
Created 28/06/2010 - 12:51pm

Shangri-La launches new global brand campaign

By Deb Gutierrez 28 June 2010
tags: hotel brand campaigns [4] Shangri-La Hotels and Resorts [5]

Shangri-La Hotels and Resorts has launched a new global brand campaign to communicate its philosophy of hospitality.

Entitled "It's in our nature," the new campaign was created by advertising, marketing and PR company Ogilvy & Mather.
 
The three-minute TV-ad [6]shows a weary traveler trekking through the snow in an arduous journey across the alps, alone except for a pack of wolves that watches his moves.
 
“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, which is directed by internationally renowned commercial director Bruno Aveillan, contains the tag line: “There's no greater act of hospitality than to embrace a stranger as one's own.” 

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[3] http://hma.hotelworldasia.com/print/813
[4] http://hma.hotelworldasia.com/tag/hotel brand campaigns
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[6] http://www.youtube.com/watch?v=Br1JqG6trxo&feature=related