Shangri-La Group rebrands loyalty programme

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Shangri-La Group has rebranded its loyalty programme, Golden Circles, to Shangri-La Circle. The rebrand will pave the way for deeper engagement with customers, and transform the loyalty programme into a direct-to-consumer travel lifestyle platform, according to the brand. Additionally, the hotel group added that Shangri-La Circle offers its members exclusive access benefits and privileges across the 100 hotels and resorts in 22 countries and 76 destinations.

The Group has brought on board creative digital agency 8traordinary to help curate, create and present the various lifestyle experiences online by overseeing creative content planning, social media strategy and management, influencer marketing and management, and community management.

As part of the campaign launch, the Group will work with 8traordinary to collaborate with influencers such as Nathan Hartono, Lennard Yeong, Erwan Heussaff, Zahra Lari, Goh Jin Wei, and more than 150 other key opinion leaders across different countries to spread the rebranding news. In addition, the creative agency also developed an AR filter to help spread the campaign message, "Life isn't meant to be square”, and everyone deserves to live the good life.

Kevin Siew, VP, head of Shangri-La Circle, said: “We’ve had a great and longstanding working partnership with 8traordinary. They understand our brand, our guests, our members, and know-how to bring relevant content, campaigns and communications to them."

Siew added that with 8traordinary's help, Shangri-La can leverage different online channels to "tell the Shangri-La Group story", and engage its community as it moves from a hospitality brand to encompassing more facets as a lifestyle brand, content curator and digital platform.

"Having a first-hand understanding of the new experiences and benefits that Shangri-La Circle brings, we are more than happy to leverage our expertise and bring these offerings online. Working with influencers & content creators across different countries and community members from different walks of life, it’s been truly awesome to curate, share and enjoy the good life with Shangri-La," Jeffrey Lim, managing director of 8traordinary explained. MARKETING-INTERACTIVE has reached out for additional information about the rebranding.

This partnership for Shangri-La Circle's rebranding follows a similar rebranding partnership of JEN, a lifestyle and travel brand, between Shangri-La Group and 8traordinary, where the partnership was extended then.

“We have had a blast partnering with JEN last year and are excited to be able to extend this partnership into 2022! At 8traordinary, we believe that branding and marketing of hotels and resorts should be about the destinations, the experiences and the community," Lim said previously.

He added that the agency loved the opportunity to work with like-minded brands such as JEN in redefining the New Asia experience across more than eight cities in Asia through various stories and campaigns on social media.

Meanwhile, in April this year, Shangri-La Hotels and Resorts teamed up with fintech solutions company Pace Enterprise to introduce "Buy Now Pay Later" at participating hotels in Malaysia. With this, hotel guests could split their payments over three months, interest-free. Additionally, this payment option offered services available within the establishment, such as hotel stats, dining, as well as wellness services, including massages or spas. Hotel guests chose and completed the transaction using the Pace mobile app at any Shangri-La payment terminals, where Pace users enjoyed exclusive offers and discounts.

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