Ask anyone when they hear the name ‘Shangri-La’ and invariably words like ‘exclusive’, ‘luxury’ and ‘elegant’ will be the first that spring to mind.
The name Shangri-La originates from a legendary place featured in the novel ‘Lost Horizon’ by James Hilton in 1933. Depicted as an isolated utopia, where the people who lived there were almost immortal, the name is now synonymous with idyllic and restful locations.
The Shangri-La hotel chain began in 1971 and today with over 90 hotels, each hotel exudes exclusivity and is renowned for its superlative service and legendary hospitality. We were approached by the UK’s sales and marketing team to help them with the sending of various B2B marketing emails. We advised on the best campaign manager for Shangri-La’s specific requirements, helped set up the campaigns and on an ongoing basis, advise on the best layout, tone and format to maximise the click through rate whilst monitoring the analytical data each campaign has generated.
Leading from this initial work and the setting up of the general templates, we’ve also designed and built a set of invitation templates to enable the team to quickly select and send out a variety of personalised emails. Email marketing faces many challenges today, not least of which is getting people to open the email in the first instance. With people being bombarded with emails, most of us will delete an email if we think if it is of no value so we’ve concentrated on various key points: intriguing titles, strong imagery and powerful stories to draw in the recipient. Telling a story is one contributing factor to an email’s success.
We’re extremely proud to be working with such a globally renowned and prestigious name; to be collaborating with the UK team on this venture is both a pleasure and a privilege.