“What 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.” said Greg Dogan, president and CEO of Shangri-La Hotels and Resorts.
In 2010, Shangri-La developed the new campaign“It’s In Our Nature” which emphasized the essence of the Shangri-La culture “embracing people from the heart and treating them like family”. When I first watched the TV commercial, I was pulled into the short story and so touched by it. Wolves come out to warm an exhausted traveller, embracing a stranger as their own. Instead of showing how beautiful and gorgeous the hotel is, this campaign inspired the employees and customers by a sweet moment, and it also conveyed the value of genuine kindness, which enriches the society.
Nowadays, there are kinds of commercials and marketers are striving to find different ways to catch consumers’ eye. An impressive campaign would attract more attention. Shangri-La did successfully for this campaign. The target market for this campaign is people who have a young attitude and love nature, travel, and adventure. Kindness will make them feel happy. Therefore, this campaign could touch their hearts.
Following is the TV commercial. Enjoy！
Following are some awesome magazine advertisements for this campaign.
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