The Shangri-La Shard Hotel
When Shangri-La Hotels & Resorts opened a London hotel in the architectural icon of the Shard, they needed a clear and crisp tagline to tell a whole story in a few simple words and images.
These two contenders were from the final stages of creative development, representing the below creative territories.
Strategic rationales for the two territories:
The heart of London at your feet combines the messaging of being in the heart of London, the Londoners’ London, with the Shangri-La’s unique access to it. ‘At your feet’ gives a sense of the dynamism at the heart of the ‘Front Row’ concept—it tells of the visitors’ ability to have an ‘All Access’ pass to London with a sense of ‘everything your heart desires’ to appeal to the luxury consumer. It also implies the unique height of staying in a hotel in the Shard, demonstrating what it feels like to look down and have the entire city ‘at your feet’. This is a message of possibility of SLLN and what awaits you when you take the first step.
A front row like no other literally places the ‘Front Row’ concept in front of the consumer to imply that just like fashion, this show is exclusive, exciting, where you can both see and be seen. But it’s even better. The show here is not just a latest collection, but the greatest city on the planet. This is a city that is constantly changing, and the excitement of being literally on its ‘front row’—able to take in the whole thing-- is deepened by the intimate, luxurious, and warm hospitality of staying at the Shard. It is an entirely unique experience, and is what it says it is—a front row like no other.