ShangriLa embraces hospitality philosophy for new brand campaign

first_img<a href=”” target=”_blank”><img src=”;cb=INSERT_RANDOM_NUMBER_HERE&amp;n=a5c63036″ border=”0″ alt=””></a> Shangri-La Hotel Sydney unveiled their new brand campaign last night to coincide with the group’s global launch focusing on their distinctive philosophy of hospitality entitled, “It’s in our nature”. The campaign, which includes a 2 minute advertisement shot in the French Alps as well as multiple print versions, was said to cost “seven figures” and will immediately be rolled out on various print, viral and in-flight programming avenues.The new brand was said to be inspired by the essence of Shangri-La culture, ‘embracing people from the heart and treating them like family’, according to the hotel’s manifesto.“Our brand is growing, and by 2012 we expect to have 100 Shangri-La properties worldwide, so while we continue to expand we need to compete in every increasing fields, we need to make these values known,” Shangri-La Hotel Sydney, Director of Communications, Joanna Keogh said.“For us, this is more important than talking about palatial buildings or beautiful locations, which is why we choose this dramatically different and powerful style of campaign.  It conveys the value of genuine kindness, something that is very relevant in today’s society,” Shangri-La Hotels, President & CEO, Greg Dogan said. Source = e-Travel Blackboard: D.Mlast_img read more