Loyalty pays off for Shangri-La members

In celebration of its fifth anniversary, Golden Circle, the loyalty program for the Shangri-La family of brands, has launched a competition titled #LoyaltyIs.

Shangri-La will select five people it describes as “cultural influencers” to each award 20,000 Golden Circle Award Points (equivalent to $2,000) to 50 winners, with a grand prize 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 or her city to the hotel’s destination, airport transfers and a five-year Golden Circle Diamond membership.

The contest began with the debut of a video by Voice of China runnerup Zhang Hengyuan, who is one of the five influencers, titled #LoyaltyIs The Sound of My Dreams. Fellow influencer New York-based photographer Alice Gao explores Paris in her video, #LoyaltyIs Finding Joy in the Familiar. This will be followed by Filipina fashionista Kim Cam Jone’s video #LoyaltyIs Remaining True to Your Passion, which was filmed on Boracay in the Philippines. Two additional influencers will be announced later this month.

Contestants can enter the contest by sharing what loyalty means to them in the form of a photo, video or statement. These can be shared through the campaign website www.LoyaltyIs.com or on Facebook, Twitter, Instagram, Weibo or WeChat. The entry must be tagged on the Shangri-La Hotels and Resorts’ social media platform and has tagged #LoyaltyIs to be valid. There is no limit to the number of entries that can be submitted, but each 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.

The #LoyaltyIs contest is part of celebrations for Golden Circle’s fifth anniversary that will continue through May. There will also be a global launch of Shangri-La’s Instant Dining Rewards program, new partnerships and exclusive offers, the introduction of five new member benefits in late February and the debut of a series of guest, employee and “director’s choice” #LoyaltyIs videos.

Hong Kong-based Shangri-La Hotels and Resorts currently owns and/or manages 94 hotels under the Shangri-La brand.