Shangri-La hotel chain appoints Euro RSCG shop to global brief

Luxury leisure chain Shangri-La Hotels and Resorts has appointed Euro RSCG network agency BETC Luxe to its global creative account.

The Paris-based agency won the brief following a global pitch against a number of undisclosed agencies. It is not known if incumbent TBWA/Hong Kong was involved in the pitch process handled by Creative Brief.

BETC Luxe, the specialist luxury goods agency, has been tasked with creating a global brand campaign to run from September this year. Work will include TV and press advertising.

The Hong Kong-based hotel chain, founded in 1971, comprises 50 deluxe hotels and resorts in cities across Asia and the Middle East.

It is now looking to extend its brand globally. The chain also has a sister brand called Traders Hotels, which is aimed at business travellers.

The agency is part of the Euro RSCG Network. Its parent group BETC Euro RSCG has worked with brands including Evian, Peugeot and Air France.

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