Ogilvy & Mather Hong Kong launches social media campaign for new Shangri-La Nanjing hotel

The new Shangri-La Nanjing hotel, situated in the heart of Gulou District, is backed by social media campaign in China, designed and delivered by Ogilvy & Mather Hong Kong. The campaign ‘A thousand and one reasons to love Nanjing’ promotes the very best the city has to offer and marks the exciting hotel opening in one of China’s ancient capital cities.

Ogilvy has recruited four local influencers from Nanjing to record their personal views on why they love the city on location. The public are then invited to film their own reasons for loving Nanjing by posting and sharing their videos on social media channels (Weibo and Meipai). The videos, celebrating different aspects of local history, food and culture, are being hosted on Shangri-La’s Weibo minisite. To drive engagement, a lucky participant each week will also be selected by Shangri-La to win a grand prize for the most creative video.

Developed by an integrated Ogilvy & Mather Hong Kong Group team, including experts from Advertising, RedWorks, DST and Social@Ogilvy, the 360 campaign promotes participation through digital, print and social media channels.

Commenting on the campaign, Reed Collins, Chief Creative Officer at Ogilvy & Mather Hong Kong, said: “Personal reviews of a place are inherently more valuable to travellers. And by inviting the people of Nanjing to capture what they love most about their city through Meipai video content allows others to see an insiders perspective on what to expect. The interactive approach will reveal the true beauty of the city and many of its hidden gems through local understanding, and at the same time, announce the grand opening of Shangri-La as one more reason to love Nanjing.”

VIEW THE VIDEO (In Mandarin)

Credits

Social: Amanda Li