The new hotels, which have just opening in Xian, Huhhot and Baotao - the latter two in Inner Mongolia - come under Shangri-La’s global communications platform, ‘Heaven and Earth’. The TBWA-developed push, consisting primarily of print running in major newspapers and magazines in China and Hong Kong, features taglines such as ‘Tranquility arrives’.
“The campaign’s objective is two-fold: to announce that Shangri-La now has hotels in these three locations, with the second reinforcing their commitment to expansion in China,” said Ian Thubron, EVP of TBWA\Asia-Pacific, Shangri-La’s global agency-of-record. He noted that the three new hotels bring the brand’s presence on the mainland to 25 properties.
