The Copyrights Group has announced The Langham hotel in Shanghai and Guangzhou will feature exclusive immersive Paddington experiences.
The partnership was brokered by CAA-GBG, Copyright agent for Paddington in China.
The experience includes staycations in specially appointed Paddington-themed rooms, Paddington afternoon tea with Paddington Bear cupcakes and themed pastries. Specially curated limited edition Paddington souvenirs are also available at the hotel shops.
The two hotel locations use different Paddington artwork, showcasing the diversity of the Paddington brand.
The Langham, London is the first hotel that served afternoon tea when it opened in 1865. Since then, Langham hotels worldwide have been renowned for their afternoon tea experiences. In Shanghai, the Paddington afternoon tea was awarded the most popular themed afternoon tea by the 5th Hotel Discovery Awards this year.
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,” says Cindy Ying, director of sales and marketing, The Langham, Shanghai, Xintiandi. “The fun and whimsical never stops at The Langham. 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, senior vice president, brand and international licensing, The Copyrights Group.