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Shangri-La launches new loyalty program aimed at foodies

Shangri-La launches The Table

Shangri-La Hotels and Resorts has launched a new loyalty scheme to entice its foodie customers into spending more in its restaurants and cafes.

The campaign is one of the first major jobs for DigitasLBi after it won the Shangri-La global task in March and built out an integrated team to support it.

The Table is a programme which gives loyal customers access to special deals and exclusive experiences, as well as the chance to build up redeemable points to reuse in the hotels.

The idea behind the campaign is to play on the emotional aspect of eating by asking ‘what are you in the mood to eat?’ This will be placed across web platforms, print, global social media, CRM, influencer and brand partnerships.

Laurent Ezekiel, global client services director at DigitasLBi, said: “With a strong heritage of hospitality, Shangri-La wanted to create an innovative program that would reward diners and loyal visitors in ways that would genuinely connect with the way they book and choose their restaurants. Using digital, we have helped to make that happen in an exciting way that people can activate at all of their properties. For us it was a great opportunity to work with them and bring to life something that so many people feel passionately about: food.”

The specialist foodie focus sits as part of the brand’s wider loyalty service The Golden Circle, which celebrated its fifth birthday earlier this year, again via a DigtasLBi campaign.

Steven Taylor, CMO Shangri-La Hotels and Resorts, added: “The launch of ‘The Table’ is part of the ongoing transformation of Golden Circle and will help us build more engagement across the travel cycle and stronger relationships with our guests. We believe travel brands need to move beyond the traditional loyalty model of points and perks to a more experiential platform which engages customers on an emotional level.”

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