iProspect will be responsible for handling the SEM and SEO activities at both the corporate and individual hotel levels. Currently, Shangri-La operates 73 properties and is continuing to expand its presence worldwide.
A spokesperson for Aegis informed Campaign Asia-Pacific that Shangri-La would not be disclosing the agencies invited to pitch, the incumbent agency, or the billings that this account is worth.
Digital marketing agency AsiaPac Net Media confirmed with Campaign Asia-Pacific that the agency still worked with Shangri-La, but only on its paid-per-click business and is unfamiliar with the hotelier's other digital agencies.
According to a source within the industry, the incumbent agency for Shangri-La's global media account is GroupM's Maxus, which may have also managed the SEM and SEO business.
Commenting on the appointment, Michael Leong, director of corporate digital marketing for the Shangri-La Hotels & Resorts, said iProspect's experience and insight into the hospitality industry, combined with "its detailed strategies in SEO and SEM at both corporate and hotel levels," made it stand out from the competition.