Shangri-La Hotels launch new global brand campaign

Shangri-La Hotels and Resorts have launched a global brand campaign that demonstrates why the company is Asia Pacific's leading luxury hotel group. Entitled "It's in our nature," the new campaign can be viewed at www.shangri-la.com and expresses the group's distinctive philosophy of hospitality during the past four decades.

The new campaign, created by Ogilvy & Mather and directed by internationally renowned commercial director Bruno Aveillan, takes the viewer to epic locations to communicate a simple, universal truth ' "There's no greater act of hospitality than to embrace a stranger as one's own."

Inspired by conversations with thousands of employees, partners and guests, the campaign 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. 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.