Shangri-La Hotels and Resorts has launched a new dining loyalty program called “The Table by Golden Circle” (The Table).
The new campaign was officially launched on 26 August in key markets such as Singapore, Hong Kong, China, Malaysia, Thailand, Australia , Japan, Philippines, Taiwan, UAE and France. The fully integrated global campaign which will run across web platforms, print, global social media, CRM (including SMS and email), influencer and brand partnerships is said to ” feed your mood, your soul and your stomach” by playing on the age-old question – “What are you in the mood to eat?”
The Table, which is digitally-driven in communications and engagement, is one of the major campaigns that marketing and technology agency DigitasLBi helped the hotel group to launch, since it was awarded the business earlier this year.
According to DigitasLBi’s spokesperson, The Table will allow members the access to signature food experiences, exclusive events, unique surprises and special offers at over 500 Shangri-La restaurants and bars worldwide.
The new campaign comes after the Golden Circle Fifth Anniversary campaign, Loyalty Is, which Shangri-La launched earlier this year with the help of DigitasLBi.
Steven Taylor, chief marketing officer at Shangri-La Hotels and Resorts said that the latest launch of The Table is part of the ongoing transformation of Golden Circle, and will help it build more engagement across the travel cycle and stronger relationships with its guests.
“We believe travel brands need to move beyond the traditional loyalty model of points and perks to a more experiential platform which engages customers on an emotional level,” Taylor added.
Laurent Ezekiel, global client services director at DigitasLBi said that Shangri-La wanted to create an innovative program that would reward diners and loyal visitors in ways that would genuinely connect with the way they book and choose their restaurants.
“Using digital, we have helped to make that happen in an exciting way that people can activate at all of their properties. For us it was a great opportunity to work with them and bring to life something that so many people feel passionately about: food,” Ezekiel added.