New Advertising Campaign For Shangri-La

A new ground-breaking advertising campaign has been launched by Shangri-La Hotels and Resorts to increase its global awareness. The multi-million US dollar campaign is a distinct departure from traditional hotel advertising by building a strongly differentiated brand, which positions Shangri-La as the epitome of Asian luxury and service.

Shangri-La derives its name from the imaginary land featured in James Hilton’s novel ‘Lost Horizon’. Although mythical in origin, the name epitomises the serenity and highly personalised service for which Shangri-La is renowned. It is this unique Asian hospitality which is highlighted in the campaign in contrast to the stress of travel today.

Designed by advertising agency TBWA/Hong Kong, part of the Omnicom Group, the campaign features a series of visual images, which juxtaposes inefficient, unfamiliar and impersonal travel with Shangri-La’s revitalising warmth providing comfort and recognition. The new tag line ‘Paradise Found’ portrays Shangri-La as the perfect solution to the traveller’s problems. It builds on the positioning created by the previous campaign by explaining exactly why ‘It Must Be Shangri-La’ – the former tag line.

Commenting on the new concept behind the advertising campaign, Michael Ball, Shangri-La’s group sales and marketing director, said: ‘It is clearly evident from our discussions with our guests that the enjoyment of travelling is now frequently lost in the hectic business environment. Travel is often associated with delays, hassle and crowds in contrast to the warm and tranquil haven of Shangri-La properties, which allow guests to concentrate on the business at hand.’

In line with the group’s vision to build the Shangri-La brand globally, the print campaign ensures visibility in North America and Europe as well as reinforcing its position and awareness in Asia. The media schedule focuses on selected international business publications; lifestyle magazines; the meetings, conference and incentive market; and the travel trade.

Michael Ball added: ‘As Shangri-La expands its presence globally we need to create long-term brand equity by clearly connecting with the needs of the traveller and emphasising the differentiation of our brand. The campaign offers a fresh, more contemporary perspective, which recognises the mystique and romance of the Shangri-La name and our commitment to individualised service and calm efficiency.’

With over 19,000 rooms, Shangri-La is Asia’s largest luxury hotel company based in the region with 37 hotels in Asia: China, Fiji, Hong Kong SAR, Indonesia, Malaysia, Mynamar, Philippines, Singapore, Taiwan and Thailand. In addition, the group has announced six further hotels: two in Dubai, Oman and three in mainland China as part of its plans to double the number of hotels it manages by 2005.