Cambodia · Brand & Creative Communications
Shangri-La Phnom Penh: Arriving Before the Doors Open
Shangri-La entered Cambodia with a new Phnom Penh hotel and asked Ruder Finn Era to position it as the newest and most premium property in the market before it was fully open. A strategic partnership with the Ministry of Tourism and engagement with local public figures generated over USD 30,000 in earned coverage and strong awareness among the target audience.
The challenge
Shangri-La is a household name across Asia, but in Cambodia the brand was arriving for the first time and much of the local market knew little about its global footprint and offering. The Phnom Penh hotel needed to be positioned as the newest and most premium property in the city.
The property was not yet fully open, so the brand had to build presence and anticipation on the strength of its reputation and story rather than on guest experience.
Our solution
Ruder Finn Era treated the opening as a market entry rather than a hotel launch. The team built a strategic partnership with the Ministry of Tourism, aligning Shangri-La's arrival with the country's ambition to strengthen Phnom Penh's overseas reputation as a place to visit, so the hotel became part of a national story.
In parallel, the team engaged local public figures to spread the word about Shangri-La's premium offering authentically, and ran media relations that educated the market on the brand's global standing while building anticipation for the full opening.
The results
Despite the hotel not being fully open, the programme established Shangri-La's presence in the market and ensured strong awareness among the local target audience.
- Client
- Shangri-La
- Market
- Cambodia
- Services
- Integrated Brand and Creative, Strategy and Advisory, Public Affairs
- Sector
- Hospitality and tourism
- Engagement
- Project
