Ogilvy HK Lights Lanterns for Shangri-La

Ogilvy & Mather Hong Kong has today launched a digital advertising campaign for the opening of Shangri-La’s new flagship hotel in Istanbul. The ads will air across multiple digital channels, such as YouTube, across Europe, Russia and the Middle-East.

The campaign features images and video footage from the hotel’s opening ceremony in May, which saw two thousand lanterns float across the Istanbul Strait. Three hundred guests released the lanterns on the Asia side of the Bosphorus, and watched as they crossed the threshold into Europe.

Crossing the dividing line between East and West, the lanterns reflect the brand’s journey, as the hotel group enters Turkey from its home-base in Asia. The lanterns carried messages of goodwill written by guests, welcoming Shangri-La’s new flagship hotel to the region. The event symbolizes Shangri-La’s position as an Asian pioneer, as they launch in new locations beyond Asia.

Sandy Chan, Executive Creative Director, Ogilvy & Mather Hong Kong, comments:
“Shangri-La is spearheading the international expansion of Asian brands. The brand is the embodiment of Asian hospitality and our strategy ensures that it greets new customers with the right message. The event is symbolic of Shangri-La’s warmth and demonstrates cultural understanding at the highest level.”