REDISCOVER NEWClient
Role
Format
Shangri-La Hotel, Singapore
Art lead, Client servicing
Integrated digital and social
Rediscover New
The Insight
Shangri-La has been part of Singapore’s luxury hospitality scene for decades. Its Tower Wing was part of the original Shangri-La hotel when it first opened in 1971.
In 2017, the Tower Wing was getting a makeover.
That came with a marketing problem -
How do you create excitement and drive bookings for something that doesn’t exist yet?
Rediscover New
The Opportunity
Instead of talking about Shangri-La, we gave people a reason to talk about travel.
The hospitality space was crowded with hotels telling travellers what they had to offer. We saw an opportunity to take a different role: become a source of inspiration around the things our audience already cared about.
Food. Wellness. Travel. Things to discover.
Rediscover New
The Idea
Rediscover New was the overarching creative idea that brought the campaign together, expressed across different touchpoints to invite people to look at travel and hospitality differently, starting with the things they already loved.
The Execution
Rediscover New
Microsite & Online publishers
We partnered with publishing houses and travel writers to create stories around food, wellness and travel, bringing them together on a dedicated microsite.
Rediscover New
The Execution
Then, we turned curiosity into something more tangible.
As the renovation progressed, the microsite became a playground for audiences to rediscover what was coming to Shangri-La.
Two games brought the experience to life: one designed for the wider audience, and another built around the hotel's kids' offering.
Microsite Games
A memory game where players pieced together images of Shangri-La.
Each completed game unlocked a room-booking promo code, while a leaderboard and competition offered the chance to win a stay at the new Tower Wing.
The Shangri-La Shuffle
A colouring contest for kids, with the option to colour digitally or print out a template for a hands-on experience, giving families another fun way to engage with Shangri-La.
Rediscover New
The Execution
We used targeted EDMs to share relevant travel stories, drive audiences to the microsite games, and promote room-booking offers. Content was tailored to different markets and audiences, including localised Chinese versions.
EDMs
Rediscover New
The Outcome
We couldn't show people the new Tower Wing yet.
So we gave them something else to do: play, explore and start imagining their stay.
The campaign turned pre-renovation downtime into an opportunity to build anticipation, drive interaction with the brand and give audiences a reason to book before the new Tower Wing had even opened.
Most importantly, Shangri-La had a conversation to own while everyone else was busy talking about their hotels.
