To help intrepid travellers get off the tourist track, DigitasLBi and Hotel Jen have used real-time, geotagged data from residents to create the 'Night Light Map'.
As its name suggests, the map only "lights up" after sunset. It displays, on Google Maps, nightspots that are curated by a group of selected opinion leaders called the Jensetters. The initiative has maps for each of Hotel Jen's nine locations—Beijing, Brisbane, Hong Kong, Penang, Singapore, Maldives, Manila, Shenyang and Johor.
Marisa Aranha, vice president sales and marketing, Hotel Jen:
With the Night Light map we’re using the power of data and social to tap into an unexplored area. We believe travel and hospitality brands need to look beyond traditional marketing activities in order to better engage with customers on an emotional level.
Lyndon Hale, executive creative officer, APAC, DigitasLBi:
Having established #LeaveBoringBehind last year as we refreshed Hotel Jen’s brand positioning, we wanted to continue tapping into local influencers in each city, this time exploring their top after-hours tips. This campaign will demonstrate the power of localised data, turning local tips into a useful map.
The campaign* for the brand of Shangri-La includes display and print, as well as local partnerships and in-house activities such as night hikes in Hong Kong.
* After publication, we learned that the website will be live starting on Thursday,
Client Services Director: Jen Campbell
Account Director: Sophie Wilkinson
Senior Account Executive: Isobel Jordan
Project Manager: Jamie Wood, Rachana Bhagat
Strategy Director: David Atkins
Strategist: Michelle Chan
Technology Lead: Lee Wilkins
Front End Development: Paribhasika Singh
Backend Development: Arvind Singh Chandel
Executive Creative Director: Lyndon Hale
Creative Director: Judy Ng
Art Director: Jukka Ketunnen
Senior Designer: Sammy Kwong
Copywriter: Nicole Hedemann
Social & Content Executive: Crystal Ko
Social Content Partner/Platform: Stackla