Langham Place produces branded content shot entirely on iPhone 4S

Directed by Yamanyamo, a new media studio, the short films take viewers on an exploratory tour of the hotel. Running at two minutes each, the short films are titled 'The Club', 'The Spa' and 'The Room', showcasing the hotel's urban-chic executive lounge Club L, its traditional Chinese medicine-inspired Chuan Spa and its Club Prime Place guestroom.

Sean Seah, vice president of e-commerce, loyalty and partner marketing of the hotel, comments, “The films reflect the core brand essence of Langham Place Hotels. We create experiences that are always stimulating, memorable and true to the brand."

Further engaging consumers via the social media scene, Brand Karma is leveraging platforms such as YouTube, Youku, Facebook, Weibo and the hotel brand’s dedicated short films website.

Fiona Szeto, director of public relations (Asia) at the Langham Hospitality Group, told Campaign Asia-Pacific that the social media project is meant to spearhead the hotel's e-commerce initiative.

In addition to the short film series, the hotel group has also shot making-of scenes of how the films were created entirely through the iPhone 4S.

Creatives wishing to take the brand on and be a part of the campaign are offered the chance to direct and film their own Langham Place short film to earn a spot at the indie filmmaker breakfast at the Sundance Festival in London.