Biggest winner of Loyalty and Engagement Awards Hong Kong 2023 unveiled

Shangri-La Circle, a membership programme under Shangri-La Group, won big at the Loyalty and Engagement Awards Hong Kong 2023 on 13 April and was crowned Best of Show - Brand. As the leading platform for marketing professionals across Hong Kong to showcase their cutting-edge strategies, the Loyalty and Engagement Awards Hong Kong 2023 saw industry professionals gather at Hotel ICON to see if their company would take home the top accolades last night. All entries were carefully evaluated by a high-profile panel of 20 professionals.

See the full judges here.

See the full list of winners here. 

Shangri-La Circle won two golds and three silvers as it organised three campaigns that successfully won the hearts of the judging panel, including the campaign “Members’ Day - Circle the 6th”.

Done in collaboration with local ad agency H.E.A, the “Members’ Day - Circle the 6th” campaign ran from June until December last year. The campaign aimed to regain its foothold and drive brand recall, engagement and revenue amongst existing SLC members and gain new members amidst gradual opening of Hong Kong.

The campaign has leveraged omnichannel marketing strategy due to higher user retention, including using BAIDU search engine to target leisure or travel search behaviours, as well as utilising influencer activation and earned media for coverage of the SLC Members Day launch.

In terms of medium of promotion, the group has also collaborated with seven macro KOLs and 170 micro KOLs to drive awareness and engagement respectively. It was also promoted on various social platforms including Weibo, Facebook, Instagram, Xiaohungshu and WeChat.

In addition to the Shangri-La Group's success, the Best of Show – Agency winner H.E.A bagged two gold and two silver awards. The title came after the agency showcased a well-rounded strategy to successfully engage customers by co-creating the “Shangri-La Circle Enchanted Wonders Advent Calendar Campaign” with Shangri-La Group.

Launched on 1 December 2022, the month-long campaign aimed to engage existing members and grow audience base as well as driving revenue of Shangri-La Boutique through contests and promotions based on its online boutique store due to border restrictions and lockdowns.

The campaign also leveraged an omnichannel marketing strategy, with the key online advent calendar contest and promotion where members can sign in on SLC app daily to unlock Christmas-themed member points, stay-and-dine vouchers and more rewards. Offline on-property promotions include offering complimentary drinks on Members Day to drive F&B revenue and member acquisition.

In terms of promotion, members who sign in on the app daily for 24 days through the countdown will obtain a Christmas Badge and will be eligible for the social media contest for the grand prize on Instagram. For China market, Xiaohongshu, Weibo and WeChat were also used for further engagement.

MARKETING-INTERACTIVE would like to thank our industry leading judges for their time and effort to go through over 230 submissions. We would also like to congratulate all our finalists for an amazing showing despite the difficulties the pandemic presented. We hope that this year's awards have inspired the industry in the future.

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