To mark the opening of the new Nanjing hotel at Gulou District, Shangri-La has rolled out a social media campaign – A thousand and one reasons to love Nanjing – to promote the very best the city has to offer.
The videos, celebrating different aspects of local history, food and culture, are being hosted on Shangri-La’s Weibo minisite. To drive engagement, a lucky participant each week will also be selected by Shangri-La to win a grand prize for the most creative video.
As part of the campaign, Ogilvy & Mather Hong Kong Group recruited four local influencers from Nanjing to record their personal views on why they love the city on location.
“Personal reviews of a place are inherently more valuable to travellers,” said Reed Collins, Chief Creative Officer at Ogilvy & Mather Hong Kong.
“And by inviting the people of Nanjing to capture what they love most about their city through Meipai video content allows others to see an insiders perspective on what to expect. The interactive approach will reveal the true beauty of the city and many of its hidden gems through local understanding, and at the same time, announce the grand opening of Shangri-La as one more reason to love Nanjing.”
Chief Creative Officer: Reed Collins
Creative Team: Sarah-Leith Izzard, Andrewjune Zhu, Helen Sham
Producer: Jacqueline Ho
Account Management: Betsey Cheung, Daniel Cullen, Janice Ho, Cherie Tong
Social: Amanda Li