Shangri-La Group's Tim Hung departs to launch new social media agency

Shangri-La Group’s assistant vice president of media and social Tim Hung has left to establish a social media agency called “Blossom Lane Communications”, which specialises in Red marketing for brands in Hong Kong and Southeast Asia.

In a conversation with MARKETING-INTERACTIVE, Hung said he recognised a chance to establish a social media agency in response to an emerging demand following the reopening of cross-border travel, and he hopes to offer global brands China-focused social media marketing services.

“When I was heading up social media for Shangri-La globally, I experienced first-hand the impact of social media platform Red in boosting business and driving brand talkability, as it has become the primary search engine and social platform for post-90s females in mainland China,” he said.

However, brands outside of China face substantial hurdles in harnessing this potential, due to a lack of understanding of the culture, social landscape, and limited agency support dedicated to RED, he added. As such, he believes many brands will be eager to embrace Red now if they find the right agency partner.

As the founder and CEO of the agency, Hung will be responsible for speaking to marketers in Hong Kong and Asia, sharing with them the agency’s experiences, and convincing them to embrace Red. Meanwhile, his mainland China team will handle the strategy and content part for clients.

Hung said: “Why wait? Embrace RED marketing today to gain a head start over your competitors, as in three years, it will be the industry standard.”

Don't miss: Shangri-La inspires guests to find moments of joy with new global campaign

Back in May, Shangri-La unveiled its new "Find Your Shangri-La" global campaign to help guests find their moments of joy at the luxury hotel chain.

Developed in partnership with American music video director Dave Meyers, the initial part of the campaign is centred around a whimsical brand film that celebrates Shangri-La's commitment to providing guests with unforgettable experiences.

The film has brought to life fanciful characters that represent different guest personas and chronicled how they found their happiness in various Shangri-La properties, showcasing the delightful, personalised hospitality experiences offered at each hotel.

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