Shangri-la Design & Branding HOSPITALITY FROM THE HEART by Redworks

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Industry Hotels & Resorts
Media Design & Branding
Market Hong Kong SAR China
Agency Redworks
Creative Director Pierre Desfretier
Released March 2011

Credits & Description

Category: Publications & Business Communications
Agency: RedWorks
Senior Art Director: Mike Davis (Redworks Hong Kong)
Account Director: Harold Lau (Redworks Hong Kong)
Associate Account Director: Charles Leung (Redworks Hong Kong)
Account Executive: Ernest Yuen (Redworks Hong Kong)
Group Account Director: Laura Leroy (Ogilvy Advertising Hong Kong)
Creative Director: Pierre Desfretier (Ogilvy Advertising Hong Kong)
Media placement: Printed Collateral - Sales & Marketing Collateral And Placed In Selective Guestrooms In Hotels - 1st March 2011

Describe the brief from the client
Develop a unique new brand collateral campaign for Shangri-La Hotels and Resorts worldwide. Incorporate messaging elements from the above-the-line campaign.
These elements take cues from The Lost Horizon novel by James Hilton, which depicts a journey into a mythical Asian village in Shangri-La, where the inhabitants welcome new visitors as their own.

Describe the challenges and key objectives

The Challenge:
Previous communication was restricted to fact-based brochures that did not deliver a strong brand image for Shangri-La Hotel.
The true brand spirit should present Shangri-La Hotel as a welcoming, elegant hotel with a spirit of unique cultural understanding at every location.
The unique nature of each location had to be expressed within the context of a unified brand for more than 70 hotels over 2 years.

Key Objectives:
- Deliver a differentiating and impactful series of collaterals, building brand image and sales.
- Present Shangri-La as a top-level Asian hospitality brand that welcomes visitors as family.

Describe how you arrived at the final design
Inspiration comes from the intimate, poetic, highly descriptive writing of The Lost Horizon novel, which depicts a journey into a mythical Asian village where villagers welcomed new visitors as their own.
Visitors are engaged in their own personal journey. Every Shangri-La Hotel has a unique story to tell. Therefore, each hotel adds to the story of the visitor’s journey. In addition, each brochure highlights the cultural promise of the Hotel’s qualities, to the visitor.
The books are an attractive reminder of the hotel visit and become a collectible set, with over 70 books from around the world.

Give some indication of how successful the outcome was in the market
Indications of Success:
Positive feedback, from the sales team to senior management. Impact of the new brand image has yet to be measured, but the story telling approach and patterns are being extended to above-the-line materials.