The Campaign

Loyalty is a word that’s bandied about a lot in hospitality. However, scratch away at the veneer and you’ll find it’s a word that has gradually lost any meaning. Therefore, every aspect of our creative approach demonstrated a unique take on the concept of real loyalty. To build affinity with the audience and highlight the broader definition of loyalty we connected with influencers across the globe, inviting them to tell their own loyalty stories in relation to their life passion. They in turn, invited people to share what #LoyaltyIs to them. This created unprecedented levels of engagement for Shangri-La and a stream of rich, beautiful and heartfelt articulations of loyalty. These loyalty stories were use as inspiration for a host of new programme benefits, experiences and the commissioning of a short film by one of China’s most promising up and coming directors.

Creative Execution

We set out to demonstrate that loyalty is: not measured in points not delivered with words. felt through sincerity. is earned. Not by members, but by us. our purpose and our promise. Ten very different online videos brought to life stories of staff loyalty and abstract outlooks from influencers: #LOYALTYIS A CIRCLE OF GIVING As the longest-serving member of staff at Kowloon Shangri-La, Hong Kong, Edward knows a thing or two about loyalty. In fact, it has shaped the way he comes to work each day for the past 34 years. #LOYALTYIS REMAINING TRUE TO YOUR PASSION It's passion that made Kim Jones one of South Asia's top online voices in both fashion and lifestyle. Loyalty to her dream and her followers has shaped who she is and the work she does. Consistent messaging, look and feel was delivered across digital banners, hotel collateral and a fully responsive site, loyaltyis.com.

Results

• over 3,000 unique stories were shared • 8.0mm video views • 440,000 unique visitors • delivering unprecedented levels of engagement for the brand • resulting in 39,516 new member sign-ups • and $1.8 US incremental revenue Loyalty is a circle of giving. And the message of the campaign doesn’t end with each film’s curtain call. Every action from Golden Circle will now recognise and represent what loyalty really means to members. We’ll never be incidental again.

To celebrate the Fifth Anniversary of Golden Circle – the loyalty programme from Shangri-La Hotels and Resorts – we set out to challenge the popular perception of the modern mileage scheme. Whereas most bribe rather than reward and encourage functional engagement rather than emotional loyalty, we wanted to demonstrate that Golden Circle places member’s desires, dreams and values at its heart. We did so by inviting members to share their own heartfelt interpretations of loyalty through a direct response campaign across paid media, social and owned channels.

The campaign had two audiences. Firstly, Golden Circle members who have begun to disengage. This audience fell outside the archetypal male, middle-aged, road warrior profile. They were younger, socially savvy and discerning when it came to the brands they engaged with. To reach them we worked with five very different KOLs who gave very different interpretations of loyalty. Secondly, we targeted members of competitor programmes. As a result of mergers, point devaluations and industry uncertainty we found them increasingly cynical and disenfranchised. To engage them we needed to demonstrate the value of Golden Circle to the hotel experience. We did so by producing five videos that bring to life stories of loyalty that happen every day in the Shangri-La hotels. Both groups were tightly defined, targeted and rewarded for providing different interpretations of loyalty. Thousands of #LoyaltyIs stories were received across our social properties and curated on a web platform.