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24 March 2016 • Hong Kong

Shangri-La appoints DigitasLBi as global agency

 

Shangri-La Hotels and Resorts has appointed a fully-integrated agency team, led by global marketing and technology agency DigitasLBi, as Shangri-La’s agency of record.  DigitasLBi will lead the relationship with support from advertising agency BBH and media agency Zenith.

The integrated team, all part of Publicis Groupe, will work on brand strategy, creative strategy and execution, digital platforms, social media, customer relationship management, and media planning and buying across global markets for the Shangri-La, Hotel Jen, Kerry Hotels and Golden Circle brands. The move to a digitally-focused agency team is aligned with Shangri-La’s data-led marketing approach, which is placing digital front-and-centre, and will drive efficiencies across its marketing and media spend.

“The way consumers connect and engage with brands has and continues to evolve at a rapid pace. Consumers are in a constant state of evaluation and use multiple channels and devices to research and purchase travel,” said Shangri-La International Hotel Management Limited Chief Marketing Officer Steven Taylor, who joined the group in January 2015. “Fifty per cent of total travel sales will involve more than one device in 2016 and consumers are spending more time and visiting more sites when researching travel online. Brands today need to be able to look across the entire customer journey in all its complexity, and obtain a holistic view of how consumers connect and be able to respond to ongoing conversations around the brand at a moment’s notice,” said Taylor.

Following Shangri-La’s investment in a new CRM platform last year, the group is in the process of redesigning its entire branded digital presence to deliver a responsive, authentic and personalised guest experience.

“We have been inspired by Shangri-La’s vision of engaging a new kind of global traveller and their uniquely human approach to hospitality. Today’s customers decide what luxury means to them and expect brands to recognize their individual preferences and behaviours, which is why we’re excited to partner with Shangri-La to develop a data-driven approach we hope will help them to lead and innovate in a highly competitive environment. We are joined at the hip with BBH and Zenith and together will move the Shangri-La, Hotel Jen, Kerry Hotels and Golden Circle brands forward,” said DigitasLBi Global Client Service Director Laurent Ezekiel.

DigitasLBi’s work for Shangri-La will be underpinned by behavioural data, which will enable Shangri-La to understand what truly matters to its customers and to use these insights to gain competitive advantage.

Prior to consolidating its agency relationship, Shangri-La had been working with multiple agencies. DigitasLBi was retained last year to develop and execute the fifth anniversary campaign for Golden Circle, the loyalty programme for the Shangri-La family of brands.

“We loved DigitasLBi’s creative solution and were impressed by their deep understanding of our audience. The ‘Loyalty Is’ Golden Circle campaign fostered a global conversation about loyalty and what true loyalty means to our guests and our employees,” said Taylor. “With their global scale and integrated approach, we felt DigitasLBi was the ideal partner to build customer engagement and loyalty as we bring our brand promise to life across every part of the guest experience,” said Taylor.

“This fully-integrated agency team model reflects Publicis Groupe’s continued drive to break down agency silos in order to create more effective partnerships with clients,” said Ezekiel.

DigitasLBi is a modern, data-inspired agency.We are the only agency designed to offer clients who seek to transform their marketing a complete stack of services, from integrated communications, to commerce to CRM and innovation services, across the world, all driven by our data about what really counts for your businessOur global workforce of 6,000 includes industry-leading creatives in each region, working with data scientists, technology experts and media specialists to demonstrate what can be achieved when hard data meets imagination.Our work is designed to make a place for our clients’ brands in the busy lives of the people they want to connect with.In short, DigitasLBi exists to make your brand count. DigitasLBi is part of Publicis.Sapient, a Digital Transformation Platform purpose-built to solve for the challenges of today’s digital world — where companies seek to become fully digital businesses. Publicis.Sapient is 23,000 people strong, across 100 offices in 50 countries. For more information, visit www.publicis.sapient.com

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