Ogilvy creates ‘virtual pilgrimage’ to Tibet for Weibo users in Shangri-La campaign

Ogilvy Hong Kong is behind a campaign for Shangri-La to raise awareness around a newly opened hotel in Lhasa.

The centrepiece of the campaign involved inviting consumers to join the brand on a “virtual pilgrimage” to Tibet through a page on Weibo. Weibo uses were invited to share their dreams, which were written on Tibetan prayer flags.

The agency claims to have generated around one billion page impressions from the campaign.

“While Shangri-La continues to grow its brand around the world, this property in particular was in some ways a return to its namesake,” said Reed Collins, chief creative officer for Ogilvy & Mather Group Hong Kong. “Together with Shangri-La, we always look for innovative solutions to tell an enriching story. And the spectacular Lhasa has them in spades.”


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