Our key insight was based on the fact that luxury travel communications today are increasingly predictable, relying on a set of well-known clichés and a prescribed version of ‘paradise’. In contrast, our target audience – the modern luxury customer –is looking for unique, memorable experiences that provide them with story-telling opportunities and social cachet. We saw a chance for Shangri-La to resolve this tension; to claim back some of the wonder and imagination that used to make travel so exciting.

This led us to our lead concept idea: “Open for Imagination.” “Open” captured the welcoming hospitality of the brand, and ‘Imagination’ was about not succumbing to category clichés. We wanted to leave space for potential guests to imagine what the experience of the resort could be like by hinting at a magical paradise, but never giving too much away.

In terms of messaging, we developed an intriguing story-telling style via a series of beautifully written, mini stories, designed to capture the imagination. For example ‘At some point I realized midnight had been and gone’ was featured in advertising, evoking the freedom of being on holiday, where time doesn’t matter.

Visually, we again wanted to leave space for intrigue. We deliberately avoided white beach vistas or typical shots of the resort itself, instead focusing on close-ups of specific moments that told a personal story.

The idea of imagination translated all the way through to ideas for the guest experience itself. For example, we instigated partnerships with local artists who were commissioned to create bespoke artwork for the resort, inspired by their own imagination. These were then featured at the hotel launch events and will be woven into aspects of the hotel itself, such as menus.

The launch was seen as a resounding success and has been described as Shangri-La’s “most successful launch ever.”

In terms of the harder measures of success, we were told that initial bookings far exceeded expectations. For example, initial January bookings were 30% higher than expected for a new hotel launch.

Guests who knew Le Touessrok before Shangri-La took it over, as well as new guests arriving, have praised the resort and the experience created.

When it comes to more qualitative brand measures, our client believes that the ‘Open for Imagination’ idea has long-term potential and will be used to shape every facet of the guest experience in the future.