Shangri-la needed content for its individual hotel and resorts that would drive booking conversions but importantly also maintain brand consistency and quality across a large content programme.
Aspect took a detailed strategic approach to this challenge mapping the category landscape, researching the market, looking at our customer journey, online behaviour and event calendar to develop key insights and recommendations. This delivered a content plan that gave each hotel multiple video assets to utilise across their marketing channels.
Aspect developed an overarching creative theme for all Shangri-La video content: ‘capturing hidden moments’. Each film was a non-linear representation of the guest experience though magical moments. Through a microsite and clear filming guidelines they established a tone and style that could be rolled out efficiently without compromising quality.