The Brief
Create an iconic spa brand for Shangri-La Hotel Group, launch it worldwide and keep it consistently in the news in the face of growing competition |
|
The Strategy
- Develop a spa concept linked to the mythical origins of Shangri-La, the Himalayas
- Develop a story, brand language, and visual style to bring this concept to life
- Launch the brand through a series of strategic regional and international media events and industry outreach initiatives
- Oversee the launch of over 18 worldwide locations in 8 years
- Act as a source and support for the spa corporate team and the hotel properties’ PR representative in creating relevant news angles, signature treatments and services that resonate with the times and generate publicity
|
|
The Results
- Since its launch in 2004, CHI has successively won all the top industry awards from AsiaSpa, Travel & Leisure, TTG, and Travel Weekly
- CHI is regarded as one of the world’s best spa brands by global magazine SpaFinder
- Significant coverage in titles like TIME, DestinAsian, Travel & Leisure, American Spa, Cosmopolitan, Elle, Business Traveller through the years
|
