Shangri-La unveils global push to position luxury brand in Asia Pacific

Shangri-La Hotels and Resorts will today unveil its global brand campaign as it looks to position itself as Asia Pacific’s leading luxury hotel group.

Entitled “It’s in our nature”, the campaign launches with a 90-second film, followed by 60- and 30-second cut-downs across TV, in-flight, online and cinema. A three-minute version will be available online.

The campaign marks the first work from Ogilvy & Mather since it won the business in April last year.

Developed following interviews with thousands of Shangri-La employees, partners and guests, the campaign focuses on the brand’s culture of “embracing people from the heart and treating them like family”.

“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,” said Greg Dogan, president and CEO of Shangri-La Hotels and Resorts.

“For us, this is more important than talking about palatial buildings or beautiful locations, which is why we chose this dramatically different and powerful style of campaign.

“It conveys the value of genuine kindness, something that is very relevant in today’s society.”

Adam O’Conor, managing director of Ogilvy & Mather Hong Kong, said the campaign highlights Shangri-La’s family-driven brand values.

“Our ambition was to bring this to life in a way that would appeal to our viewers’ hearts, engage their emotions and make them think,” he said.

“It inspired work that breaks category conventions and that we believe will add enormous value to the Shangri-La brand image around the world.”

The campaign was directed by Bruno Aveillan, with media buying handled by GroupM agency Maxus.