Golden Circle, the loyalty programme for the Shangri-La family of brands, has launched #LoyaltyIs that it bills as its “biggest consumer campaign to date” to celebrate its fifth anniversary.
From December 2015 to May 2016 Golden Circle will roll out programme benefits, new partnerships, exclusive offers, as well as give away away five million Golden Circle Award Points. It will also engage fans on what loyalty means to them.
The #LoyaltyIs campaign microsite, developed with DigitasLBi, features video stories of guests, employees, and five cultural influencers.
Edward Wa, one of the longest-serving staff at Kowloon Shangri-La, Hong Kong.
The first video shares the story of Edward Wa, one of Kowloon Shangri-La, Hong Kong’s longest serving colleagues, who has interacted with countless guests as lobby ambassador for the past 34 years.
A #LoyaltyIs contest begins on December 14 with the debut of Voice of China contestant Zhang Heng Yuan’s video, “#LoyaltyIs The Sound of My Dreams”. Zhang is one of five international cultural influencers engaged by Shangri-La to give their unique take on loyalty.
From December 14, 2015 to March 7, 2016, a new video from one of the five influencers will air every three weeks sharing his or her story, and asking followers to share theirs. Each influencer will give away one million Golden Circle Award Points to 50 winners.
The winners will each receive 20,000 GC Award Points (equivalent to US$2,000). One Grand Prize winner will be chosen and treated to an incredible Shangri-La experience.
To enter the contest, Golden Circle members and fans can share a photo, video or simple statement illustrating what loyalty means to them and tag it with @ShangriLaHotels and the #LoyaltyIs hashtag or enter directly at www.loyaltyis.com.
Golden Circle is five.
The campaign also includes the global launch of Shangri-La’s Instant Dining Rewards programme in mid-December, the introduction of five new member benefits in late February, and the debut of a series of #LoyaltyIs director’s videos in April.
“We’re celebrating five years of Golden Circle by breathing life back into the concept of loyalty and what it means to different people,” said Wee Kee Ng, Shangri-La’s vice president of loyalty and partner marketing.
“In addition to rewarding and re-engaging existing Golden Circle members and Shangri-La fans, we’ll be raising awareness of Golden Circle and loyalty more broadly by partnering with influencers to help bring to life the stories of individuals and what loyalty means to them.”
