Generating consumer excitement for seasonal happenings at an iconic hotel through public relations

Shangri-La Hotels & Resorts
Challenges

Shangri-La Hotels and Resorts puts ‘service from the heart’ at the core of its distinctive Asian hospitality experience. Through imaginative and nature-inspired design, delightful culinary and cultural experiences, and its authentic and thoughtful service, the brand enables guests to realise their own moments of Shangri-La.

Sinclair was appointed to build the campaign narratives, raise awareness and drive public excitement for two seasonal projects in 2021: The Island Shangri-La Family Summer Camp and the Enchanted Wonders Christmas at Island Shangri-La. The key challenge was to position the Island Shangri-La as a must-visit and must-stay destination in Hong Kong during the campaign periods.

Approach

Identified the unique selling points of the campaigns and highlighted these in order to set the experiences apart from what was being offered by competitors.

Developed a strong narrative for each campaign that remained consistent during media conversations through highlighting the premium and unique experiences. The narrative and messaging was tweaked to resonate with media in different beats, for example parenting, lifestyle, retail, F&B, travel and more.

Drafted a press released and shared with media alongside eye catching photos, whilst separate pitches were developed to highlight specific aspects of the experiences, for example child friendly activities for parenting media and dining offers for F&B media.

Provided top tier media with exclusive media trial stay opportunities, interviews and photo shoots to generate more in depth features across a variety of publications spanning multiple beats in order to reach a wider cross section of society.

Outcomes
216
stories were generated in local media
+213 million
reached through print, online and social media
9
media hosted at photoshoots, interviews and trial stays
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