Six Senses rebrands as Liu Shan/Luk Sin for Chinese-speaking markets

FHW Staff- Mumbai

Six Senses Hotels Resorts Spas announces its Chinese brand name pronounced “Liu Shan” in Mandarin and “Luk Sin” in Cantonese. The name was chosen after a long and careful naming process, taking into consideration the name’s strategic impact, semantic value and phonetic structure. Aside from reflecting the literal meaning, the name also needed to convey the brand essence of Six Senses. To ensure the chosen name resonated with the mainland China market, in-depth focus groups were held, comprised of well-travelled male and female PMEBs (Professionals, Managers, Executives, Businessmen), from two Chinese-speaking cosmopolitan Asian cities. All participants counted some form of wellness activity as an integral part of their lifestyle. The name Liu Shan/Luk Sin (associated with tranquility, spirituality and relaxation), was felt to embody the spirit of the brand.

Julia Gajcak, vice president, marketing and communications, Six Senses said, “We selected a strong name that represents the brand well. We went to great efforts to find this name and it was important for two reasons: one, to show the true nature of our brand, and two, to reflect the significance of our move into China and our first resort opening in a phenomenal location, where we fully respect and embrace the local cultural values– including the importance of the naming process.”

Set at the picturesque gateway to China’s majestic Qing Cheng Mountains, Six Senses has created a resort to compliment the UNESCO World Heritage & Natural Cultural site at nearby Dujangan. It was in this region, known as the homeland of the Giant Pandas, that the first emperor built his capital around 2,400 years ago. It was here also that the legendary Silk Road began. Six Senses Qing Cheng Mountain, which is situated to the west of the Sichuan Basin, is less than a one-hour drive from the regional capital of Chengdu.

Six Senses Qing Cheng Mountain offers 113 guest accommodations ranging from semi-detached suites in duplex villas with balconies and verandas to courtyard suites, garden and pool villas. Drawing upon the village theme, accommodations provide great flexibility. Antique Chinese inspired locally made furniture and exposed beams impart traditional heritage touches. The resort opens mid-year 2015.

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