Shangri-La’s Hotel Jen brand is hoping to shine a light on new nocturnal destination experiences for guests.
The brand has teamed up with DigitasLBi to create the ‘Night Light Map’ which highlights nightspots specially curated by locals in the know and the ‘Jensetters’ brand influencers.
The map uses real time, geotagged data on Google maps and only lights up after the sun goes down.
A local map is available for each of Hotel Jen’s nine current destinations – Beijing, Brisbane, Hong Kong, Penang, Singapore, Maldives, Manila, Shenyang and Johor, Malaysia.
"With the Night Light map we’re using the power of data and social to tap into an unexplored area. We believe travel and hospitality brands need to look beyond traditional marketing activities in order to better engage with customers on an emotional level," said Marisa Aranha, vice president sales and marketing.
Lyndon Hale, executive creative officer, APAC at DigitasLBi said: "Having established #LeaveBoringBehind last year as we refreshed Hotel Jen’s brand positioning, we wanted to continue tapping into local influencers in each city, this time exploring their top after-hours tips. This campaign will demonstrate the power of localised data, turning local tips into a useful map. "
