Shangri-La in global brand push

Shangri-La Hotels and Resorts will today unveil its global brand campaign to position the company as Asia Pacific's leading luxury hotel group.Entitled "It's in our nature," the campaign launches as a 90-second film and will be followed with a 60 and 30-second cut-down version for TV, in-flight, online and cinema. A three-minute version will be available online at www.shangri-la.com.The campaign marks the first work from Ogilvy & Mather since it won the business in April last year.The campaign was developed after speaking with thousands of Shangri-La employees, partners and guests and focuses on the essence of the Shangri-La culture ‘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 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," said Greg Dogan, president and CEO of Shangri-La Hotels and Resorts.Adam O'Conor, managing director of Ogilvy & Mather Hong Kong, said the campaign highlights Shangri-La's deep-rooted family ideals that lay beneath the brand. "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 shot by renown director Bruno Aveillan with media buying to be managed by GroupM agency Maxus.