Shangri-La Hotels and Resorts Appoints Brand Union

Brand Union, WPP’s global brand agency, has today announced its appointment by leading luxury hotel group, Shangri-La Hotels and Resorts, to create the new brand and integrated launch campaign for the iconic Le Touessrok resort in Mauritius, following a competitive pitch.

The agency will be responsible for uniting the unique Le Touessrok heritage with the renowned Shangri-La master brand qualities, following the takeover of the resort by Shangri-La earlier this year.

Brand Union will seek to challenge the existing codes of luxury travel adopting a brand-led communications strategy, looking beyond the launch to ensure the brand resonates across every facet of the resort, right through to the guest experience at the hotel.

Jonny Westcar, Managing Director at Brand Union said: “Our belief that ‘the experience of the brand is the brand” is never truer than in hospitality where every moment for a customer is make or break. It is a privilege to be working with such a prestigious luxury travel brand. We look forward to delivering the new brand and launch campaign for Shangri-La’s Le Touessrok Resort and Spa, Mauritius, and meeting the high expectations of its discerning customers.

Steven Taylor, Chief Marketing Officer at Shangri-La said: “Ultimately, we chose Brand Union because it took a brand-led approach to our brief. The creative and strategy teams worked together to present something that not only worked for the launch, but would reach beyond that, helping us to re-define the guest experience.

“This is a unique opportunity for Shangri-La to expand on its native core positioning as a global brand and we’re looking forward to working with Brand Union as the campaign rolls out.”