Matthew Miller
Aug 8, 2014

Shangri-La claims 1 billion impressions for Tibet hotel campaign

CHINA - A campaign by Ogilvy & Mather Hong Kong for Shangri-La Hotels and Resorts sent a Tibetan singer on a Weibo-documented journey to showcase the country's beauty and promote awareness among mainland travellers of the brand's new Lhasa location.

The campaign ran on Sina Weibo over a four-week period, from 28 April to 22 May. it followed Grammy-winning Tibetan singer Yangjin Lamu as she journeyed through Lhasa and the surrounding countryside, posting video and photo content to Shangri-La’s Weibo page.

The singer also invited people to post personal wishes on Weibo. After these were written on Tibetan wishing flags, Lamu raised them over Lake Namtso, which many consider sacred. 

Six video posts and daily image posts helped the campaign achieve more than 690 million "total impressions" during its four-week run, according to the agency. Ogilvy expects the final total to exceed 1 billion once all post-campaign tallies are complete. The agency also reports "post readership" of 6.9 million and 176,000 video views.

The agency said it could not provide business-oriented metrics such as room bookings because as a new hotel there is no basis for comparison and attribution to this campaign would be difficult due to concurrent PR and media activities. 

CREDITS

Chief Creative Officer: Reed Collins
Creative Team: Sarah-Leith Izzard, Andrewjune Zhu, Helen Sham, Timothy Cheng
Producer: Jacqueline Ho
Director / Production Company: Lam Fung, Man Wai Productions Limited
Social: Icy Rong, Amanda Li
Account Management: Daniel Cullen, Janice Ho

 

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