• Transform magazine
  • July 01, 2022


8traordinary launches rebranded Shangri-La Circle

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Global hosipitality brand Shangri-La sought the help of Singapore-based agency 8traordinary once more following on from the rebranding success of JEN, a hotel in Hong Kong. Rebranded from the Golden Circle, the project aims to create a deeper engagement with customers.

8traordinary’s role extended to creative content planning, social media strategy and management, influencer marketing and management, and community management. The agency was brought into the mix specifically to translate Shangri-La Circle’s exclusive benefits and privileges for its guests across its hotels and resorts onto the brand’s online platform.

Through offering more flexibility, simplicity, recognition, and rewards, the hospitality brand hopes the update will move the programme towards being a powerful and aspirational direct-to-consumer travel lifestyle platform, as opposed to just being a loyalty programme. Through implementing a consistent narrative, the target is to make guests feel like they’re on a journey across the brand’s portfolio where they can experience the best of both the East and West.

Jeffrey Lim, managing director at 8traordinary, says, Shangri-La is a well-loved hospitality brand globally and we are extremely honoured to be part of this transformation journey. Having a first-hand understanding of the new experiences and benefits that Shangri-La Circle brings, we are more than happy to leverage our expertise and bring these offerings online.”

The brand’s campaign message, “Life isn’t meant to be square”, is to be amplified through the development of a creative AR filter. The campaign launch will also see Shangri-La Group and 8traordinary work together to collaborate with more than 150 influencers across the world to spread the brand’s message.

Lim adds, “Working with influencers and content creators across different countries and community members from different walks of life, it’s been truly awesome to curate, share and enjoy the good life with Shangri-La.”