Golden Circle, the loyalty programme for the Shangri-La family of brands, is pushing the boundaries of loyalty beyond the walls of its 94 properties with today’s launch of the #LoyaltyIs contest. In celebration of its fifth anniversary, Golden Circle has partnered with five cultural influencers from around the world who will give their unique take on loyalty and invite fans to enter to win a share of five million Golden Circle Award Points by revealing what #LoyaltyIs to them.
Shangri-La’s #LoyaltyIs contest kicked off with the debut of Voice of China runner-up Zhang Heng Yuan’s inspiring video, “#LoyaltyIs The Sound of My Dreams”. A new video from one of the five influencers will air every three weeks from 14 December 2015 to 7 March 2016. The next video will feature New York-based photographer Alice Gao, who travels to Paris to show how “#LoyaltyIs finding joy in the familiar”. This will be followed by Filipina fashionista Kim Cam Jones, whose video in Boracay explores “#LoyaltyIs remaining true to your passion”. Two additional influencers will be announced in January.
Each of the five influencers will award 20,000 Golden Circle Award Points (equivalent to US$2,000) to 50 winners, and a grand prize will be awarded to one of the 250 winners. The grand prize is an incredible Shangri-La experience featuring a five-night stay in a suite at any Shangri-La hotel of the winner’s choice, two round-trip air tickets from his/her city to the hotel’s destination, airport transfer and a five-year Golden Circle Diamond membership.
Contestants can enter the contest by sharing what loyalty means to them via submissions made in the form of a photo, video or statement. These can be shared through the campaign microsite www.LoyaltyIs.com or on Facebook, Twitter, Instagram, Weibo and WeChat. The entry must be tagged on the Shangri-La Hotels and Resorts’ social media platform and hashtagged #LoyaltyIs( #忠诚#) to be valid. There is no limit to the number of entries that can be submitted, but contestants can only win once.
“With the #LoyaltyIs contest we want to redefine the conversation around loyalty from points to perks to a more meaningful discussion of what loyalty means,” said Steven Taylor, chief marketing officer of Shangri-La International Hotel Management Limited. “‘#LoyaltyIs’ will act as the foundation for building even stronger relationships with our guests and form the basis of our conversation around loyalty for the year ahead.”
The #LoyaltyIs contest is part of a six-month celebration of Golden Circle’s fifth anniversary taking place from December 2015 through May 2016. Other key components of the #LoyaltyIs fifth anniversary campaign include the global launch of Shangri-La’s Instant Dining Rewards programme, new partnerships and exclusive offers, the introduction of five new member benefits in late February and the debut of a series of guest, employee and “director’s choice” #LoyaltyIs videos.
“With #LoyaltyIs we really want to take our members and guests on a journey to the heart of the true meaning of loyalty. Loyalty is a very personal thing and everyone has their own story to tell,” said Wee Kee Ng, Shangri-La’s vice president of loyalty and partnership marketing. “We felt the stories of the people who know us most intimately – whether they be one of our longest serving staff members, or a business guest that never fails to return – would be best to truly convey Shangri-La’s notion of loyalty.”