Shangri-La has appointed Publicis Media to handle its integrated strategic media buying and planning duties for its subsidiary brands globally, MARKETING-INTERACTIVE understands.
This follows a pitch earlier this year, with Publicis chosen for its track record in delivering innovative media solutions and its deep understanding of the global market dynamics. Under the new two-year deal, Publicis will be tasked with handling media buying across all markets for the brand.
The appointment comes on the heels of the group’s latest development: the opening of Shangri-La Hongqiao Airport and Traders Hongqiao Airport, Shanghai — a dual-branded property located at the heart of the city’s Hongqiao transportation hub.
As Shangri-La’s fifth hotel project in Shanghai, the new opening reflects the Group’s continued expansion in the city through a dual-brand strategy, while reinforcing Shanghai’s role as a hub for international exchange.
The launch also marks the global debut of the Group’s refreshed Traders brand — a concept that blends technology with thoughtful service to cater for business travelers.
These developments come amid strong financial performance. For the first half of 2025, Shangri-La reported revenue of more than US$1 billion, a 0.7% increase on last year. Shangri-La Group’s chairman and chief executive officer, Hui Kuok, said the performance shows resilience, despite uncertainties in the global economy.
“Our solid and diversified asset base allows us to weather the challenges and our dynamic team across our core markets drove our business performance through innovation and operational efficiencies. In launching our latest brand Shangri-La Signatures in Hangzhou we demonstrate our strong belief in Chinese consumers and our focus on growing new customers,” she added.
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