Shangri-La: It's In Our Nature
Agency: Ogilvy & Mather Advertising, Hong KongClient: Shangri-La International Hotel ManagementProduct: Shangri-La Hotels and Resorts
Objectives
Shangri-La is an Asian group of five-star hotels. The first Shangri-La opened in Singapore in 1971. Its name was inspired by James Hilton's novel Lost Horizon to embody the Asian hospitality at the heart of its offer.
There are now 57 Shangri-La hotels in 14 Asian countries, of which 29 are in mainland China. The Group also includes 13 four-star hotels, most branded Traders.
Shangri-La is one of the very few Chinese...