| Title | #LOYALTYIS - GOLDEN CIRCLE 5TH ANNIVERSARY CAMPAIGN |
| Brand | SHANGRI-LA HOTELS |
| Product / Service | LUXURY HOTELS |
| Category | D01. Acquisitions |
| Entrant | DIGITASLBi Hong Kong, HONG KONG |
| Idea Creation | DIGITASLBi Hong Kong, HONG KONG |
| Name | Company | Position |
|---|---|---|
| Judy Ng | DigitasLBi | Creative Director |
| David Atkins | DigitasLBi | Lead Strategist |
| Toby Cheng | DigitasLBi | Head of Strategy |
Through the Golden Circle Fifth Anniversary campaign we needed to make loyalty integral, rather than incidental once again. With the #LOYALTYIS campaign we set out to take people on a journey to the heart of the true meaning of loyalty. In order to debunk the notion that there is one way of recognising and rewarding loyalty, we set about collecting a diverse and emotive collection of stories from staff, members, guests and influencers. These stories set the tone for the selection of new experiences and rewards, as well as the commissioning of a new short film from one of China’s most promising new directors.
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.
• 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.
Hotel loyalty programmes are locked in a futile race to the bottom. New members are acquired through lazy status matching, points bonuses and benefits bribery. For the fifth anniversary of Golden Circle, we demonstrated that this is not necessary. Through tight targeting, emotional content and a compelling campaign message we acquired a record number of members, resulting in a significant jump in incremental revenue.
Our key target was members of competitor programmes. As a result of increasingly poor service, they’ve become 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 brought to life stories of loyalty that happen everyday in the hotels. Content was carefully targeted and seeded to engage hot prospects in social and digital channels. But to build engagement it couldn’t be all about us. We wanted to highlight the broader definition of loyalty. Therefore, we connected with influencers across the globe, inviting them to tell their own loyalty stories in relation to their passion. They in turn invited people to share what #LoyaltyIs to them. This content was collected on a new web platform as a demonstration of shared values whilst showcasing the rewards and experiences that members receive.