Shangri-La Hotels and Resorts launch new advertising campaign

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.