[Shanghai, China] Shangri-La has opened China's largest deluxe hotel in Shanghai's Pudong district with a global print campaign by TBWA
Worldwide using the tagline "Heart ... Soul," signifying that the hotel is now a key landmark for Shanghai's burgeoning Pudong business district. The theme is an extension of Shangri-La's global "Heaven and Earth" campaign, also created by TBWA in 2004. A recent $138 million expansion program added a stylish glass tower to the existing Pudong Shangri-La, giving the property 981 rooms in total. TBWA also created a series of food and beverage ads for Pudong Shangri-La outlets such as its Nadaman restaurant to highlight the prestige nature of the destinations. The campaign will run in global and regional media such as The Economist, Fortune, Hong Kong's South China Morning Post, Singapore's Straits Times and local titles within China, supported by direct marketing and online promotions.