Shangri-La Hotels And Resorts - "Inside Out"

Ogilvy Hong Kong

Ogilvy Hong Kong Hong Kong, Hong Kong

8706

Title	Inside Out
Agency	Ogilvy Hong Kong
Campaign	Inside Out
Advertiser	Shangri-La Hotels & Resorts
Brand	Shangri-La Hotels And Resorts
Posted	June 2011
Business Sector	Hotels, Resorts
Tagline	There's No Greater Act Of Hospitality Than To Embrace A Stanger As One's Own
Story	Without having to talk about chandeliers, infinity pools and the likes, it allowed for a more unique and compelling philosophy: Shangri-La treats guests not as king, but as kin, as family. All that was required now was for their staff to live, breathe and believe it - all 66,000 of them across 70 hotels. The only way was to get them in touch with their human side. So we focused in what other products didn't have - emotions. Before we inspired the public, we made every effort to inspire them first. We created a campaign aimed at the heart and we began building the brand from the Inside Out.
Philosophy	Shangri-La treats guests not as king, but as kin, as family.
Media Type	Case Study
Sound Design Company	Chez Jean
Executive Creative Director	Simon Handford
Executive Creative Director	Sandy Chan
Creative Director	Pierre Desfretier
Copywriter	Kwei Chee Lam
Copywriter	Edgard Montjean
Copywriter	Troy Sullivan
Art Director	Pierre Desfretier
Art Director	Geneviève Hardy
Agency Producer	James Brook-Partridge
Account Supervisor	Adam O'conor
Client Supervisor	Laura Leroy
Director	Bruno Aveillan
Producer	Martin Coulais
Photography / Illustration	Patrick Duroux
Music	Bruno Coulais