Two television commercials were launched in APac and China to boost its brand building drive, the Asia Pacific TV commercial kicks off in September 2005 with a high impact campaign on CNN, Discovery, National Geographic and BBC, reaching over 20 million viewers in key cities across the region, ensuring widespread coverage amongst its core target audiences. 

With the brand's upcoming openings in China, Le Méridien has recognized the need for a strong presence in China to generate awareness of the brand. 

The Chinese TV commercial, an adaptation of the Asia Pacific version, will be aired on selected cable and local network including Shanghai TV - News, Oriental TV – News, Shanghai TV – Sports, Shanghai TV – Business, East Movie Channel and Phoenix TV, from October 2005, and marks the initiation of a campaign aimed at leveraging the opening of Le Méridien She Shan Shanghai, scheduled to open in November 2005, and the subsequent opening of Le Royal Méridien Shanghai in August 2006.

"The investment and development of the two commercials is a continuous drive to strengthen the brand from past campaigns. The creative concept of the commercials reflects the elegant European essence of the brand, and embraces local touches" said Frank Foster, Senior Vice President Marketing, Asia Pacific for Le Méridien Hotels & Resorts.

"The launch of the Chinese television commercial in the People's Republic of China will not only reinforce the brand in China, it will also support the regional sales office and the opening of Le Méridien She Shan Shanghai's strategy," He added.