unique yet united
Brand Repositioning & campaign
Notable was commissioned by Shangri-La to help re-launch their hotel offering in Oman, following the decision to re-position three hotels with overlapping propositions into two more distinct hotels, Shangri-La Al Husn and Shangri-La Barr Al Jissah. The challenge was to find a way to pull apart the hotels, whilst maintaining a sense of unity as they are co-located.
The Foundational Idea we created was ‘All For You, For You All’, a thought that united the two hotels through evoking a shared spirit of abundance and generosity that is true to both Oman and Shangri-La but which also allowed us to highlight each hotel’s unique proposition. The ‘All For You’ idea represented the more exclusive nature of the Shangri-La Al Husn hotel whereas the ‘For You All’ part embodied the more inclusive, family nature of the Shangri-La Barr Al Jissah hotel.
The idea was to celebrate the differences between the two hotels whilst treating them as two sides to one coin. The deliberate mirroring technique in the phrasing of the idea helped to make this point and was extended into the visual and verbal style we developed for the campaign.