Shangri-La Hotels goes the user-generated content route in new campaign

‘My Shangri La’ a new campaign from Shangri-La Hotels and Resorts is built around user-generated content. The campaign created by Ogilvy invites users to take pictures of their ‘Shangri-La’ moments – occasions of unexpected joy and happiness – in cities in which the chain is present. These pictures can be shared on the hotel’s Instagram channel as well as on Weibo.

The campaign began in July this year and will continue till January 2020. Besides monthly winners, the grand prize is a two-night stay in one of ten Shangri-La hotels across destinations like China, Singapore, Malaysia, Turkey, Oman, Canada and Sri Lanka.


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The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

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