CONNECTING CONTINENTS

TitleCONNECTING CONTINENTS
ClientSHANGRI-LA INTERNATIONAL HOTEL MANAGEMENT LTD
Product / ServiceSHANGRI-LA HOTELS & RESORTS
CategoryC01. Integrated Campaign Led by Direct
EntrantOGILVY & MATHER GROUP HONG KONG, HONG KONG
Entrant Company OGILVY & MATHER GROUP HONG KONG, HONG KONG
Advertising Agency OGILVY & MATHER GROUP HONG KONG, HONG KONG

The Brief

Shangri-La’s brand essence is built upon its familial values. ‘Staff’ are actually called ‘colleagues’ and the service to guests reflects a more personal approach. For this opening, we wanted the welcome for the new hotel to come not just from the people of Istanbul, but from the global Shangri-La family. Thus all the guests and colleagues around the world were invited by eDM to send their own personal messages of goodwill, which would represent one collective embrace of welcome for the Shangri-La Istanbul.

Creative Execution

The use of people as the impetus for the campaign resonated strongly with the values of the brand and formed a wonderful, tangible gesture of welcome in the new hotel. The use of lanterns was rich in symbolism – an Asian brand extending its welcome to a new hotel on the European side of the Bosphorus. The use of micro-personalised eDMs as the culmination of the campaign, showcasing the video to those who had submitted messages, closed the loop in a way which reflected the warmth of the brand.

Describe the creative solution to the brief/objective.

The simple messages of goodwill we received were turned into a magical event to mark the opening of the new hotel. Thousands of messages, thousands of lanterns and thousands of welcomes for the new member of the Shangri-La family. And this event was turned into a beautiful film, which was distributed around the world.

Results

Pre-event eDMs: Email blast 8th May All Shangri-La GC members 1,900 x trade partners 84 x Hotel GMs We received over 2,000 responses (Event 14th May) Personalised Lantern Message eDMs: Email blast 10th July 1,122 emails to GC (majority, trade partners and hotel GMs) Post-event eDMs: Email blast 11th July TBC All Shangri-La GC members 1,900 x trade partners 84 x Hotel GMs

Credits

Name Company Position
Stuart Howe Editor
Redworks/Hogarth Post-Production Company
Okan Zengin Cinematographer
Jacobo Gandolfi Cinematograher
Bunyamin Durgut Cinematographer
Andac Sahan Cinematographer
Andac Sahan Director Of Photography
Birsin Gandolfi Producer
Alihan Karagul Executive Producer
Aylin Unsal Director
Fps Productions Istanbul Production Company
Mikyung Kim Ogilvy/Mather Group/Hk Agency Producer
Emma Deteliga Ogilvy/Mather Group/Hk Agency Producer
Alvin Lim Ogilvy/Mather Group/Hk Art Director
Simon Handford Ogilvy/Mather Group/Hk Copywriter
Richard Sorensen Ogilvy/Mather Group/Hk Copywriter
Alvin Lim Ogilvy/Mather Group/Hk Senior Creative Director
Sandy Chan Ogilvy/Mather Group/Hk Executive Creative Director
Simon Handford Ogilvy/Mather Group/Hk Executive Creative Director
Reed Collins Ogilvy/Mather Group/Hk Chief Creative Officer