Shangri-La says it from the heart
Shangri-La Hotels and Resorts has launched a new global promotion campaign that puts love and kindness before location.
Called “It’s in our nature” the campaign aims to bring in more business travellers and entice back regular customers.
Greg Dogan, president and group CEO, said the campaign would show the kind of Asian hospitality that the group offers to guests.
“The campaign is more important than talking about buildings or locations, but focuses on the value of kindness that is very relevant in today’s society,†he said.
The campaign – inspired by conversations with thousands of employees, partners and guests – stresses the essence of the Shangri-La culture, “embracing people from the heart and treating them like familyâ€.
Shangri-La said the campaign is part of the chain’s future vision of growth and expansion, not just in terms of hardware but also brand cultures.
The campaign was created by Ogilvy & Mather.
The television commercial will launch as a 90-second film and will be followed with a 60 and 30-second cut downs on television, inflight and online channels, as well as in cinemas.
Ian Jarrett
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