Shangri-La Hotels and Resorts is unleashing a global brand blitz called "It's in our nature" to bring in more business travellers and entice back regular customers.
Greg Dogan, president and group CEO, said yesterday 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.
Inspired by conversations with thousands of employees, partners and guests, the campaign stresses the essence of the ShangriLa cul¬ture - embracing people from the heart and treating them like family.
The move is part of the chain's future vision of growth and expansion, not just in terms of hardware but also brand cultures.
The campaign will raise brand awareness and also is an indirect tool to bring more business and loyalty guests to the hotel. It is also expected to help the group draw new guests to new properties being established throughout Asia and in key world cities outside Asia.
The campaign was created by Ogilvy & Mather and directed by internationally renowned commercial director Bruno Aveillan, taking the viewer to epic locations to communicate a simple and uni¬versal truth.
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.
The television commercial will launch as a 90-second film and will be followed with a 60 and 30second cutdowns on television, inflight and online channels as well as in cinemas. A threeminute version will be available online at its website.