Shangri-La's digital push comes full circle

Shangri-La Hong Kong has rolled out a six weeks digital campaign to celebrate the third anniversary of its Golden Circle rewards program.

Spanning across online and mobile, the campaign aims to increase downloads of its mobile application, build member engagement and attract new ones.

Users can earn Golden Circle Award points to redeem discounts by participating in a series of mini games on its website and earn a chance to win a three nights staying prize in the hotel by playing the games on its mobile app.

Wee Kee Ng, vice president, loyalty & partner marketing at Shangri-La, said the rewards program was very important as it supports the brand image of Shangri-La.

“This campaign sees the biggest scale on this stage,” he said.

He added that digital marketing should link with different channels to create an overall ecosystem of linked content that drive user engagement and loyalty.

“You have to stay open when you tap into the social realm,” he added.

The campaign is promoted via EDM to member base and hotel guests as well as reaching out to non-member base on social media.