DigitasLBi sets global table for Shangri-La dining loyalty programme

SINGAPORE - Hospitality chain Shangri-La has launched a new campaign for its new dining loyalty program ‘The Table by Golden Circle’.

The 80-second video demonstrates the richness of the hotel chain’s culinary experiences in the hopes that it would connect with the way guests’ book and choose their restaurants. The fully integrated global campaign runs across print, social media, CRM and influencer brand partnerships.

The campaign marks the first major work from DigitasLBI since it won the business in March this year. Shangri-La had previously used DigitasLBi for its ‘Golden Circle Fifth Anniversary’ campaign.

Key markets for the campaign:

• Philippines
• Singapore
• Hong Kong
• China
• UAE
• Malaysia
• Thailand
• Australia
• Japan
• Taiwan
• France 

“The launch of ‘The Table’ is part of the ongoing transformation of Golden Circle and will help us build more engagement across the travel cycle and stronger relationships with our guests,” said Steven Taylor, CMO of Shangri-La Hotels and Resorts. “We believe travel brands need to move beyond the traditional loyalty model of points and perks to a more experiential platform that engages customers on an emotional level.”

Laurent Ezekiel, DigitasLBi’s global client services director added: “Shangri-La wanted to create an innovative program that would reward diners and loyal visitors in ways that would genuinely connect with the way they book and choose restaurants. Using digital, we helped to make that happen in an exciting way that people can activate at all of their properties.”

CREDITS

Client – Shangri-La Hotels and Resorts
Creative Agency – DigitasLBi Hong Kong
Production Agency –  Aspect
Managing Director – Damien Tew
Creative Director – Judy Ng
Senior Art Director – Veronica Law
Client Partner – Maria Delamain
Senior Strategist – David Atkins
Account Director – Ed Morris
Senior Account Manager – Sarah Chiu
Program Director - Elaine Yip