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Shangri-La Hotels goes the user-generated content route in new campaign

‘My Shangri La’ a new campaign from Shangri-La Hotels and Resorts is built around user-generated content. The campaign created by Ogilvy invites users to take pictures of their ‘Shangri-La’ moments – occasions of unexpected joy and happiness – in cities in which the chain is present. These pictures can be shared on the hotel’s Instagram channel as well as on Weibo.

The campaign began in July this year and will continue till January 2020. Besides monthly winners, the grand prize is a two-night stay in one of ten Shangri-La hotels across destinations like China, Singapore, Malaysia, Turkey, Oman, Canada and Sri Lanka.

Speaking about the campaign Shangri-La brands executive vice president Anthony Wong said: “Shangri-La to us is both a feeling as well as a place. It’s about an unexpected moment of happiness – of ‘paradise’ – that can happen to anyone at anytime, anywhere.

“We taste it at our favourite table. We hear it in a child’s laughter. We discover it in our travels. In today’s uncertain world, we believe it is important that we do not forget that life is full of moments of joy – of ‘Shangri-La’. In our hotels and resorts, we strive to go the extra mile to connect our guests with their own Shangri-La, through our thoughtful service that comes from the heart.”

Ogilvy Hong Kong co-executive creative director Matt Nisbet added: #MyShangriLa is the ideal platform for Shangri-La to inspire and connect with the Insta-generation of travellers who love discovering and sharing their surprising moments of joy. The great thing is, we all have our own, unique moments of Shangri-La, so we can’t wait to see a truly diverse mixture of images from all over the world that capture this feeling.”

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