Shangri-La Hotel, Singapore
Client: Shangri-La Hotel, Singapore | Market: Singapore | Scope: Art Direction, Branding, Website design, Content creation, Game design, Digital adaptations
The Tower Wing in Shangri-La Hotel, Singapore was part of the first Shangri-La Hotel in the world which was first opened in 1971. The refurbishing of the Tower Wing in 2017 was a momentous moment for the hotel. Shangri-La Hotel, Singapore wanted to take that opportunity to run a digital marketing campaign to create awareness about the newly refurbished wing and everything it has got to offer. We were tasked to come out with a marketing plan and execute it for them. Besides awareness, they wanted to boost room bookings prior to the official re-opening after the refurbishment.
THE BRIEF
We created a full fledged digital campaign consisting of 1) Campaign logo 2) Campaign microsite 3) Electronic Direct Mailers
4) Social content 5) Teaser video
THE DELIVERABLES
REDISCOVER NEW
The digital campaign was named ‘Rediscover New'. We created this logo to be used across all the digital collaterals and the digital screens in the hotel.
The campaign was divided into 3 phases – BEFORE RE-OPENING, DURING RE-OPENING, AFTER RE-OPENING
THE STRATEGY
BEFORE re-opening
The BEFORE RE-OPENING period was when the wing was still under renovation. The objective for the BEFORE RE-OPENING phase was to pique audiences’ interest. We wanted to spread awareness regarding the refurbishment of the tower to the past, current and future hotel guests. In order to do this, we created a microsite that will host most of our initiatives for the campaign. This phase was where the most marketing efforts happened.
The microsite we built hosted a few important things like Articles, Hotel’s promotions, Game contest and a BOOK NOW function where people can advance book their rooms prior to the re-opening.
MICROSITE
We worked together with an online publishing partner to come out with articles about the new Tower Wing. These articles were written to give audiences a sneak peak to what they can expect when the tower re-opens. We had articles about the architecture, deco, F&B and some fun facts about the hotel.
ARTICLES
GAME CONTEST
To give audiences’ a chance to win a night stay at the refurbished Tower Wing once it was ready, we held a game contest called THE SHANGRI-LA SHUFFLE. It was a simple family game that requires players to shuffle pieces of an image to make it whole. A score board features the high ranking players. The game mechanic allows players to get a few tries a day and players who share the game on their socials can earn more points. The highest scorer at the end of the month will even eventually walk away with the prize.
This was an important part of the campaign as these players help us spread further awareness about the microsite and encourages traffic.
We shot a fun one-take teaser video too, to show that the new wing caters for different people with different lifestyles.
TEASER VIDEO
DURING RE-OPENING
The DURING RE-OPENING period was when the new Tower Wing was officially re-opened, plus 2 weeks after that. The objective for the DURING RE-OPENING phase was to update the past, current and future hotel guests that the hotel was now ready to take in room bookings. It was important that we continued the traffic to the microsite – we continuously sent out EDMs and published articles that will re-direct the traffic to the microsite.
Covered the official re-opening and continued writing articles about the hotel.
EVENT COVERAGE
SOCIAL CONTENT
We created a simple video about the Tower Wing for their socials
AFTER RE-OPENING
THEMES FAMILY SUITES
After promoting the newly re-opened Tower Wing and its facilities, the hotel wanted to specifically highlight the Themed Family Suites within the Tower Wing. To maximise the microsite that was built, we ran another contest to replace The Shangri-La Shuffle.
Family Fun at Shangri-La was a simple colouring game that targetted kids and families. Participants had to choose a template to colour, and they could choose to either print the templates out or colour them digitally. 2 winners per month were then chosen to win a stay at the new Themed Family Suites.
FAMILY FUN AT SHANGRI-LA
