Shangri-La Hotels and Resorts
EDM COPYWRITING, PRODUCT COPYWRITING
PIONEERS OF ASIAN HOSPITALITY, SHANGRI-LA HOTELS AND RESORTS ARE FIVE-STAR LUXURY HOTELS LOCATED IN PREMIER CITY ADDRESSES ACROSS THE WORLD. SHANGRI-LA CIRCLE IS THE LOYALTY PROGRAMME OF THE HOTEL GROUP.
Writing for hospitality is about rooting every word and phrase in the brand's identity. Unlike lifestyle, FMCG and fashion brands, the marketed item is rarely a tangible object, but rather an experience.
Be it a hotel stay, a dining experience or a spa treatment, writing for hospitality is to directly present that experience to the reader. In other words, the product (the experience) is in the way we market it — an experience that heavily relies on copywriting.
2024 Chinese New Year Red Packet Letter
Shangri-La created an exclusive red packet set for the Year of the Dragon for their top tier Shangri-La Circle members — Polaris.
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I was tasked with writing a Chinese New Year greeting letter that was both traditional yet elevated with a luxurious feel. The following letter was printed and placed within the gift box for the red packets.
LETTER TONE OF VOICE
Luxurious / Elegant / Sincere
EDM COPYWRITING TONE OF VOICE
Open / Understanding / Caring
Shangri-La Circle
Rebrand
January 2022
This eDM was sent to all Shangri-La Circle members to notify them of the rebrand launch.
It needed to move away from the traditional "Golden Circle" tone and adopt one that was more friendly, punchy and young.
eDM Copy:
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Hello Chris,
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From the very beginning, what lies at the heart of our Shangri-La family has always been you. So, we listened. We went back to the drawing board, combed through the knots, and enhanced the features you love. And finally, we're excited to share that Golden Circle will be transformed into Shangri-La Circle this April, with a host of elevated offerings designed with you in mind.
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In an era of constant flux, flexibility matters to you — so we're removing all blackout dates for stays and dining, plus the option to pay with a mix of both Cash and Points. And when everything is moving fast, let's keep it simple. We're offering a fixed redemption rate of 15 Points to US$1, which means you'll always know the value you're getting out of your Points.
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All these new benefits, member exclusive deals, and even more ways to earn points and status will come into effect on 28th April 2022, together with a new and improved Mobile App experience.
COVID-19 Changes and Notices
October 2020
This eDM was sent to all 1.6 million Golden Circle members to notify them that their unused points would be carried forward a year due to the COVID-19 pandemic.
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The essence of this eDM has to convey a heartfelt appreciation for each Golden Circle member's continued support for the company. It needed to express a desire to help and show gratitude without sounding contrived.
eDM Copy:
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Dear Mr Ng,
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In the Golden Circle family, loyalty has always been about you. What you care about, where you are, what you need — this is what we value most. Above everything, your safety and well-being are of the utmost importance to us.
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We understand that your travel plans may be affected due to the latest COVID-19 situation. In order to help you manage your Golden Circle Award Points with more flexibility and time, your points expiring at the end of 2020 will now be carried forward until 31 December 2021.
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We have also extended your Golden Circle Jade status until 31 December 2021, allowing you to enjoy all benefits and points for an extra year.
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As part of our ongoing efforts to create a trusted and nurturing environment for you, we have mbraced a series of safety standards and precautionary measures across our hotels. We would encourage you to visit Shangri-La.com/cares to stay updated on our health and safety measures as well as our cancellation policies.
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We thank you for your continued loyalty and we look forward to welcoming you back soon.