Applied to:
This award recognizes a media campaign that has effectively promoted a hospitality brand or group. The campaignmay have been executed on any media platform, such as television, radio, newspapers, digital displays, social media, or the internet, and should have demonstrated creativity, originality, and relevance to the target audience. The winning campaign will have successfully increased brand awareness and/or customer engagement, resulting in positive business impact for the hospitality brand or group.
The project:
In May 2023, Shangri-La launched its "Find Your Shangri-La" global campaign, aimed at helping guests discover personal moments of joy at the luxury hotel chain known for its Asian hospitality. The campaign kicked off with a whimsical brand film directed by GRAMMY® award-winner Dave Meyers, featuring fanciful characters representing different guest personas finding happiness at Shangri-La properties.
The film follows a peony, symbolizing beauty and Shangri-La’s Asian heritage, guided by a bellhop through various hotels. Along the way, it encounters characters such as a hummingbird enjoying culinary delights, a bride represented by a beautiful gown designed by Guo Pei, a curious child symbolized by a train, and penguins representing wellness and individualized lifestyles.
Meyers describes Shangri-La as more than a place, but a state of mind and magical world for modern travelers. The campaign encourages guests to explore local experiences and hidden cultural gems exclusive to each destination. Examples include dining with Eiffel Tower views in Paris, gin tasting in London, yachting in Istanbul, and exploring Frankincense culture in Muscat.
The campaign also features art installations, such as Mika Ninagawa's botanical pieces in Hong Kong, and exclusive menus inspired by Asian cuisines. Shangri-La Circle members enjoy special cocktails, with complimentary drinks on Members’ Day each month. The "Find Your Shangri-La" menus and drinks are available at select hotels worldwide, promoting unique, joyful experiences across the brand’s portfolio.
The Hospitality Awards celebrate innovation and excellence and highlight the most creative initiatives in a sector that is constantly and rapidly changing hospitality.
