The Campaign

We started with mass eDMs, to invite messages of goodwill from staff and guests around the world. This would form the basis for the global celebration and welcome of the new hotel in Istanbul. The welcome took the shape of a common Asian symbol of celebration – the floating lantern. Writing each message onto the thousands of lanterns, and releasing them from the Asian side of the Bosphorus towards the hotel on the European side, was a metaphor for the warm welcome of an Asian brand to its new location in Europe. The flotilla was a real event, with 200 guests in attendance. But this was just the start, as a digital campaign brought the magical experience to a much wider audience in the form of a 2 minute video: eDMs, video seeding, social media channels, in-flight, in-room and Shangri-La.com, the filmic experience of the event went beyond the Bosphorus.

Success of the Campaign

We received over 2,000 responses to the initial eDMs, all with personal messages of goodwill. The event was attended by 200 guests including key trade partners in Istanbul and received local PR coverage, with some global reportage in India, Russia and USA.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Launch across Channels • eDMs to Golden Circle, Hotels, Trade inviting messages of goodwill • Event of floating lanterns on the Bosphorus • Personalised eDMs to all 2,000+ people who had submitted messages with link to video • eDMs Golden Circle and Trade with link to video • 2 minute Video launched through Shangri-La Facebook, Youtube, Weibo & Youku channels. Plus video seeding (Europe, Middle East & Asia). • 15” Video banners • Rich media banners • Print ads • 60” TVC on in-flight