Ogilvy & Mather Hong Kong’s recent campaign to launch the new Shangri-La Hotel, Lhasa has taken fans on an intimate journey through the breathtaking landscapes of Tibet.
Launched in April 2014, the Grammy award-winning, Tibetan singer, Yangjin Lamu was approached to help showcase the beauty of the country and the unique qualities of the new Shangri-La Hotel. Lamu was filmed journeying through Lhasa and the surrounding countryside, posting video and photo content to Shangri-La’s Weibo page.
ShangriLa Weibo Pilgrimage – Ogilvy & Mather – 2014 from Work that works on Vimeo.
ShangriLa Weibo Pilgrimage – Ogilvy & Mather – 2014 from Work that works on Vimeo.
Chinese netizens were asked to re-post on Weibo their own personal wishes, each of which were handwritten on a classic Tibetan ‘wishing flag’ and hoisted over Lake Namtso by Lamu. A series of video teasers were shared to raise awareness of Lamu’s journey and the wishing flag initiative.
“While Shangri-La continues to grow its brand around the world, this property in particular was in some ways a return to its namesake,” said Reed Collins, Chief Creative Officer, Ogilvy & Mather Group Hong Kong. “Together with Shangri-La, we always look for innovative solutions to tell an enriching story. And the spectacular Lhasa has them in spades.”
