Shangri-La Launches 5 Million Golden Circle Award Points Promotion #LoyaltyIs

Golden Circle, the loyalty programme for the Shangri-La family of brands, has launched the #LoyaltyIs contest.

In celebration of its fifth anniversary, Golden Circle has partnered with five cultural influencers from around the world who will give their unique take on loyalty and invite fans to enter to win a share of five million Golden Circle Award Points by revealing what #LoyaltyIs to them.

Shangri-La’s #LoyaltyIs contest kicked off with the debut of Voice of China runner-up Zhang Heng Yuan’s inspiring video, “#LoyaltyIs The Sound of My Dreams”.

A new video from one of the five influencers will air every three weeks up to 7 March 2016.

The next video will feature New York-based photographer Alice Gao, who travels to Paris to show how “#LoyaltyIs finding joy in the familiar”.

That will be followed by Filipina fashionista Kim Cam Jones, whose video in Boracay explores “#LoyaltyIs remaining true to your passion”.

Two additional influencers will be announced in January.

Each of the five influencers will award 20,000 Golden Circle Award Points (equivalent to US$2,000) to 50 winners, and a grand prize will be awarded to one of the 250 winners.

The grand prize is a five-night stay in a suite at any Shangri-La hotel of the winner’s choice, two round-trip air tickets from his/her city to the hotel’s destination, airport transfer and a five-year Golden Circle Diamond membership.

Contestants can enter the contest by sharing what loyalty means to them via submissions made in the form of a photo, video or statement. These can be shared through the campaign microsite or on Facebook, Twitter, Instagram, Weibo and WeChat.

The entry must be tagged on the Shangri-La Hotels and Resorts’ social media platform and hashtagged #LoyaltyIs( #忠诚#) to be valid. There is no limit to the number of entries that can be submitted, but contestants can only win once.

“With the #LoyaltyIs contest we want to redefine the conversation around loyalty from points to perks to a more meaningful discussion of what loyalty means,” said Steven Taylor, chief marketing officer of Shangri-La International Hotel Management Limited. “‘#LoyaltyIs will act as the foundation for building even stronger relationships with our guests and form the basis of our conversation around loyalty for the year ahead.”