Loyalty. It’s a word that’s bandied about a lot in hospitality. However, scratch away at the veneer and you’ll find it’s a word that has gradually lost any meaning. Hotel mega-mergers, pervasive devaluation of points and unsavoury tactics that cheat members into action have led to widespread disappointment, disenchantment, and disengagement of members.

With Golden Circle, the rewards programme from Shangri-La, we needed to take a different approach. We needed to acquire an audience who wanted to remain loyal over the long term. Rather than bribing consumers and building a purely functional relationship, we wanted to acquire new members by demonstrating shared values and mutual respect.

We set out to demonstrate that loyalty is:

not measured in points

not delivered with words.

felt through sincerity.

is earned. Not by members, but by us.

our purpose and our promise

Ten very different online videos brought to life stories of staff loyalty and abstract outlooks from influencers:

#LOYALTYIS A CIRCLE OF GIVING

As the longest-serving member of staff at Kowloon Shangri-La, Hong Kong, Edward knows a thing or two about loyalty. In fact, it has shaped the way he comes to work each day for the past 34 years.

#LOYALTYIS REMAINING TRUE TO YOUR PASSION

It's passion that made Kim Jones one of South Asia's top online voices in both fashion and lifestyle. Loyalty to her dream and her followers has shaped who she is and the work she does.

Consistent messaging, look and feel was delivered across digital banners, hotel collateral and a fully responsive site, loyaltyis.com.