Shangri-La turns to TCG

Asian luxury hotel group Shangri-La Hotels and Resorts has brought in The Communi­cations Group as its first UK agency.

The appointment comes as the brand prepares to execute its expansion plans.

Shangri-La's first UK hotel will be located within the ‘Shard of Glass' tower in London (pictured). When finished in 2011, the building will be the tallest in Europe.

The Communi­cations Group will handle a campaign under the strapline ‘East meets West'. The campaign will encompass events and an exhibition of contemporary art entitled ‘From Mao to now'.

The account is being led by The Communi­cations Group consumer MD Sally Hawkins.

The Shard of Glass will replace Southwark Towers, which currently houses PricewaterhouseCoopers.

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