NEW PADDINGTON EXPERIENCES LAUNCH AT THE LANGHAM HOTELS IN CHINA
The Copyrights Group announces new experiential partnership with The Langham, Shanghai, Xintiandi and Langham Place, Guangzhou.
Guests of the luxury hotels in Shanghai and Guangzhou can now enjoy exclusive immersive Paddington experiences, including staycations in specially appointed Paddington themed rooms, Paddington afternoon tea with adorable Paddington Bear cupcakes and themed pastries. Specially curated limited edition Paddington souvenirs are also available at the hotel shops.
The Langham, London is the first hotel which served afternoon tea when it opened in 1865 and since then, Langham hotels around the world have been renowned for serving the best afternoon tea experiences. In Shanghai, the Paddington afternoon tea has already been awared most popular themed afternoon tea by the 2021 5th Hotel Discovery Awards .
The two hotel locations use different Paddington artwork, showcasing the diversity of the Paddington brand.
The partnership is one of several key strategic activations for Paddington in China, which aims to strengthen the awareness and the brand’s engagement with consumers. These activations are initiated in conjunction with the launch of the new TV series, The Adventures of Paddington in China.
“The renewed partnership with Paddington at our hotel reflects and reinforces The Langham’s British heritage and legacy,” said Cindy Ying, director of sales and marketing, The Langham, Shanghai, Xintiandi.
“The fun and whimsical never stops at The Langham,” added Ying. “Our guests can now have a full Paddington experience right in the heart of Shanghai, from a meet and greet with Paddington, to taking a picture with the adorable British icon as a keepsake to experiencing a full epicurean Paddington themed afternoon tea delight.”
“This new collaboration for Paddington with The Langham Hotels is a wonderful opportunity for fans of all ages to engage with the brand in a different way and we hope they will enjoy these fun experiences in both Shanghai and Guangzhou.” said Polly Emery, SVP Brand and International Licensing, The Copyrights Group.
The partnership was brokered by CAA-GBG, Copyrights’ agent for Paddington in China.