DigitasLBi Launches Global Loyalty-Led Campaign for Shangri-La

Global marketing and technology agency DigitasLBi is launching the campaign for ‘The Table by Golden Circle’ – Shangri-La Hotels and Resorts’ new dining loyalty program.

Taking a more digitally-driven and innovative approach to communications and engagement, ‘The Table’ is one of the major campaigns to launch since DigitasLBi was awarded the business earlier this year. ‘The Table’ provides members industry-leading benefits as well as access to signature food experiences, exclusive events, unique surprises and special offers at over 500 Shangri-La restaurants and bars worldwide.

The fully integrated global campaign, which will run across web platforms, print, global social media, CRM (including SMS and email), influencer and brand partnerships, will feed your mood, your soul and your stomach by playing on the age-old question; “what are you in the mood to eat?”. And whatever your mood, all roads will lead to the table.

‘The Table’ campaign follows the acclaimed Golden Circle Fifth Anniversary campaign, Loyalty Is, which Shangri-La launched earlier this year with the support of DigitasLBi.

Steven Taylor, CMO Shangri-La Hotels and Resorts comments on the campaign: “The launch of ‘The Table’ is part of the ongoing transformation of Golden Circle and will help us build more engagement across the travel cycle and stronger relationships with our guests. We believe travel brands need to move beyond the traditional loyalty model of points and perks to a more experiential platform which engages customers on an emotional level.”

Laurent Ezekiel, Global Client Services Director at DigitasLBi added: “With a strong heritage of hospitality, Shangri-La wanted to create an innovative program that would reward diners and loyal visitors in ways that would genuinely connect with the way they book and choose their restaurants. Using digital, we have helped to make that happen in an exciting way that people can activate at all of their properties. For us it was a great opportunity to work with them and bring to life something that so many people feel passionately about: food.”