Creative Execution

Daily video and image content was posted on the Shangri-La Weibo page for netizens to keep in touch with her journey. This was further evolved in the campaign by inviting netizens to submit their personal wishes in Weibo, which were then translated into Tibetan and scribed onto traditional ‘wishing flags’. Yangjin Lamu then hoisted the flags above the wondrous Lake Namtso, connecting everyone on her spiritual journey. Finally, each person receives through Weibo a personalized image of their own ‘wishing flag’, and a montage of flags and a final video were also created and posted on Shangri-La’s Weibo page.

The campaign generated great awareness for the launch of the hotel amongst potential mainland China travellers - Impressions (through persona / category KOLs): 690,080,802 - Post readership: 6,890,436 - Video views: 176,012

Mainland Chinese travellers are drawn to Tibet both for its beautiful landscape and its spiritual resonance, yet, few of them have made the trip. When launching the new Shangri-La hotel in Lhasa, we wanted to celebrate these facets of Tibet in a way which connected the heartfelt values of the brand and the young audience in Weibo, rather than focus on the ‘hardware’ of the hotel itself. The focus of the campaign was to follow a Grammy-award winning Tibetan singer, Yangjin Lamu to explore the wonders of Tibet. The Shangri-La Weibo page has a large fan base, so daily videos and photos were posted for fans to experience her spiritual journey. Netizens were also driven to the Weibo page to post their wishes for Yangjin Lamu to cast the blessings on wishing flags, symbolizing the spread of heartfelt hospitality from Shangri-La.