Skift Take
The Shangri-La concept has always had a fantasy streak. But a new marketing video cleverly connects real-world experiences at its luxury hotels with a conjured haven of imaginary delights.
Anyone still in touch with their inner child may be drawn to the whimsy, color, and movement in Shangri-La’s new brand video. But will the marketing campaign resonate and boost bookings among guests looking for a luxury hotel experience?
The 90-second story follows a bellhop as he guides a blooming peony that’s a traveling protagonist, in a parallel that will be familiar to fans of Beauty & the Beast’s iconic enchanted rose. Shangri-La’s lush blossom is escorted to Paris, China, Muscat, and Singapore to experience the brand’s core offerings: wellness, family travel, culinary excellence, and special occasions.
https://youtu.be/ZpyQ3dR9dgY“It’s the ultimate Shangri-La, so this campaign really speaks to me,” said Chekitan Dev, who has wr