BETC Luxe, a Paris-based shop which specialises in high-end fashion and luxury branding and advertising, won the business following a competitive pitch involving TBWA and several other unnamed agencies, with sources indicating it won the business because of previous work on a raft of luxury brands. TBWA continues to handle the brand’s global corporate advertising. The brief will see BETC Luxe develop an integrated communications platform spearheaded by TV and print, to launch in September, to support the hotel chain’s aggressive expansion plan internationally.
Ian Thubron, EVP, TBWA\Asia-Pacific and CEO, TBWA\Hong Kong, said the agency’s global relationship with Shangri-La remained strong. “Shangri-La and TBWA have enjoyed an eight-year relationship and we’re delighted to continue working as its global agency of record as they expand around the world. This certainly isn’t the end of TBWA and the beginning of BETC/Euro.”
A Shangri-La spokesperson said: “As we enter new markets, it’s critical that we translate our brand DNA to a truly global arena, and BETC demonstrated outstanding creativity.”
Shangri-La has announced a global expansion plan to open 32 further hotels between 2008 and 2011.
