shangri la colombo pitch presentation

Shangri-La Colombo

12th July 2017

In the Room Today

Michelle ChanSenior Strategist

Lyndon HaleECD APAC

Maria DelamainClient Partner

What We’ll Talk about Today

• A Bit About Us

• Brief & Approach

• Understanding Our Audiences

• Big Idea & Creative Expression

• Phasing & Roll Out

We make brands count.

Putting data at the heart.

… to create a new model for brands.

Providing unprecedented insight into what consumers do and what they value most

Our data partnerships give us unprecedented insight into what people do and value most.

1st Party Data

Online behaviourDeclared intent

and demogs

Point of interest mapping

Data matching and anonymisation,

demogs

Auto purchase

Geolocation

From the generic view of what people do each day …

Demographics Intuition

AgeGender

RaceLocation

Family statusSocio-economic

Wake upCommute times

Lunch timeTrip home

DinnerPut kids to sleep

Bedtime

Demographics

AgeGender

RaceLocation

Family statusSocio-economic

Intuition

Wake upCommute times

Lunch timeTrip home

DinnerPut kids to sleep

Bedtime

… to a real and specific one

We can learn:GeolocationDeviceIndividual interestsContent preferenceSharing behaviourEtc …

6:00Wakes up and getsready for the day.

6:10

Child watches YouTube and plays games on her iPhone

7:35

7:00Wakes up the kids

8:00Drops the kids ofat school

8:15

Stops for acoffee

Reads theMail online and shares an article

8:45

9:10Gets into the office

Checks her email

9:35

Searches for a variety of things

During lunch she goes to the gym

12:30 13:45

Looks at recipes for dinner

16:30

Books dinner for the weekend

Stops to get groceries on her way home

17:30

18:15Gets home and makes dinner

20:00Gets the kids into bed

Relaxes in front of the TV with Netflix

20:35

Does a little online shopping

22:30

22:15To bed and to sleep

We are more than global.25 countries, 48 offices, 7,000+ talents .

We are local.We operate in 5 APAC market.

With access to the entire Publicis Groupe lineup.

MSL • Leo Burnett Prodigious • Publicis Worldwide • Saatchi

& Saatchi • BBH

Blue 449 • Mediavest Spark

Starcom • Zenith Optimedia

DigitasLBi • SapientNitro• Sapient Consulting •

Razorfish

PTS • Digitas Health • Publicis Health

CLIENT

Key Clients in Hong Kong

Brief & Approach

Key challenges

AN INADVERTENT DESTINATION

Colombo is still a destination you need to stopover at, not one that you

want to visit. Even though it is the capital city of Sri Lanka, the typical

itinerary does not reflect this.

Our creative approach must allow flexibility to tailor our message to fit

different needs beyond the superlative. It must also be distinct enough to stand

the test of time.

We need to provide a clear, focused message on the concrete reasons why Colombo is not to be missed, and the

value it adds to every trip.

SLCB is the most anticipated luxury hotel opening in 30 years. However, there is

tough competition in the vicinity.

We are also serving diverse audiences with varying levels of awareness and definitions

of what the Shangri-La brand represents.

AN INDISTINCT CHOICE

Our approach

QUANTITATIVE INSIGHT• Golden Circle data• Online behaviour

QUALITATIVE INSIGHT• Vox Pops interviews• Social listening• Desk research• Competitor review

A hero proposition that sets us up to be the leading business and leisure hotel in

Sri Lanka and beyond.

Targeted MICE and business activations and mechanics

Social content and messaging that drives awareness and interest

Branded experiences that create real buzz and excitement

WeChat engagement and fan acquisition

Awareness, interest and social buzz

Hotel bookings

Understanding Our Audiences

Diverse audiences are seeking a specific ‘Sri Lanka experience’

“GRAND TOUR”

“GRAND ESCAPE”

“GRAND LUXURY”

By aggregating the most viewed itineraries from the TripAdvisor Sri Lanka forum and the top 3 tour operators from our key feeder markets, we formed a picture of the common themes and patterns of travel people are likely to adopt.

Target audience – Revenue Potential (1st year)

56%GERMANY, UK &

AUSTRALIA

13%INDIA

DAY 1

COLOMBO SIGIRIYA MINNERIYA DAMBULLA GALLE KANDY NEGOMBO COLOMBO

DAY 2 DAY 4 DAY 6 DAY 9 DAY 12 DAY 14 DAY 16

COLOMBO

DAY 4DAY 1

COLOMBO

DAY 2

BENTOTA

COLOMBO

DAY 10DAY 1

COLOMBO

DAY 1

DAMBULLA

DAY 3

KANDY / SIGIRIYA

DAY 4

MALDIVES

4%CHINA

56%GERMANY, UK &

AUSTRALIA

GALLE

ESALA PERAHERA

TEA

KANDY

LIGHTHOUSE

FORTRESS

BENTOTAWEDDING

SURF

PIDURANGALA

CULTURAL TRIANGLE

SIGIRIYA

SAFARI

ELEPHANT

TISSAMAHARAMA

COLOMBO

‘The grand tour’ – Colombo is a blur

While other regions have developed clear destination attributes, many only see Colombo through a glass window – in a car, on the train or tuk-tuk. Unsurprisingly, associations are mainly uninspired and transport-related.

56%GERMANY, UK &

AUSTRALIA

But once they venture in to the capital, they are captivated

Colourful depictions of nostalgic sights coupled with modern sounds and textures of life dominate, with many being inspired by vibrant and unexpected encounters.

Totally love this sculpture by Mahen Perera @swimweekcolombo

The art of tea is a spiritual process for us to share #mackwoods

Loved the quilts @studiostitchcolombo

Roots or routes? #futureishere #trainhopping

Another kind of pedestrian #bambalapitiya #colombocafes

Eine Ladung Kokosnüsse, bitte. Delivery of coconuts. #wanderlust #bazaar #streetscene

Colourful crafted tableware #pettahmarket #wonderland

Poya day is here #energy #dance #colombolife#nostalgia

URBANENERGY

NOSTALGICBEAUTY

We also have a captive audience looking for a ‘grand escape’ that is short, sweet and to the point.

We looked at the set of cities in the same sphere of consideration as Colombo for Indian travellers. While the beach is the prevalent common attribute, there’s always that ’extra something’ that is the cherry on top.

13%INDIA

TripAdvisor data (Jan 2016 – May 2017)

10.4% also look at…




‘BURJ AND DUBAI MALL’

'THE PARTIES’

'THE WATER SPORTS’

'SPAS AND WELLNESS ’

DUBAI

BANGKOK

COLOMBO

LOCAL PRIDE,WITH GLOBAL FLAIR

MALÉ

PHUKET

Hospitality is lagging – there lacks a definition for indulgence, Colombo style

The default mode of indulgence includes a spectrum of service styles that are adapted, outdated or predictable yet boring. As a result, service is often presented as a caveat to the overall experience.

ADAPTED BRITISH COLONIALUNINSPIRED

“…lackluster staff, who seemed both bothered and

bored by the customers.”

“…service bordered on being overly attentive.”

“All marble, very formal…escorted by staff

well-versed in British ways.”

“Typical of Hilton properties in this part of the world – a

standard experience.”

“Standard old school multi star hotel and is luxurious,

clean, multi-facility enabled.”

GLOBAL GENERICOUR

OPPORTUNITY

And then there are those seeking ‘grand luxuries’ –with brag value4%

CHINA

2015 2016vs.

Top +% in Chinese tourist arrivals

NEPAL +56% VIETNAM +51%

CHILE +40% S. AFRICA +93%

JAPAN +96% THAILAND +98%

GREECE +63% SWITZERLAND +39%

「网红最爱打卡地点都是目前还没有爆红的秘境。」#还没被炒热的景点要小声来

「此生不去不可的國寶級絕世景點，你去过没有？」#旅游是一种放松 #旅游是一种生活

But there are clear rules to how they seek to balance exhilaration with familiarity

⾐

⾷

住

⾏

60% rank Chinese as their favorite travel cuisine of choice...

For 51%, reliable room cleanliness and anticipatory service top the list.

…but they also prefer to taste their favourite dishes at specialty restaurants or local food streets.

…but they also want hotel design to be unique, and to be locally inspired with rich cultural elements.

45% are interested in global brands, vs. 14% looking for info about local designers.

The four pillars of practical living –

i.e. their core lifestyle habits= FAMILIARITY

‘Trophy experiences’ that provide

satisfaction through a different sense of place

= EXHILARATION

…but 52% also state local specialty shop hunting as a must-do item on their itinerary.

54% rank detail in itinerary planning as a top factor for tour operator quality.

…but they also prioritize ‘spontaneous trips / tours’ on the ground as a factor for trip happiness.

Summary of our approach

KEYBARRIER

The guidebooks say…‘Skip Colombo – there’s nothing

to see here.’

MOTIVATE THEM TO STAY A LITTLE

LONGER

ROLE OF COMMUNICATIONS

The lifestyle pundits declare…‘The glamour of 5* quality, and luxurious global hotel chains’

INSPIRE THEM TO INDULGE A LITTLE

MORE

PRIORITY AUDIENCES

(LEISURE)

Travel blogs and reviews say…’Untrodden treasure, but no luck with

familiar comforts and services’

REASSURE THEM TO LOOK A LITTLE

CLOSER

UK / AU / GER“The grand tour”

They seek the full picture.

INDIA“The grand escape”

They seek indulgence.

CHINA“The grand luxuries”

They seek the creature comforts.

Why it’s worth it.

It’s impossible to see the many faces of a

progressive city in a couple of days.

Stay a little longer at Shangri-La Colombo.

“Interesting transformations are happening -it’s where Sri Lanka intersects with the world.

Where the roots and traditional character of Sri Lanka meets the urban, cosmopolitan, and unexpected.

In a few years it’s all going to be a global city, but now? Embrace the personalities in play.”

- Amalini De Sayrah, Sri Lankan Journalist


“Getting a sense of Sri Lanka is a journey.

There’s marvelous architecture in plain sight - at the Cinnamon Gardens police station, at the racecourse and at Independence Square.

There’s the back streets of Pettah at dawn, the unpolished beauty of local artisanal batik and the secret hoppers spots at dusk.

There’s beauty in everything – if you know where to look.”

It’s a place where there’s so much more than what

meets the eye.

Look a little closer at Shangri-La Colombo.

- Tina Edwards, Features Writer – Daily Mirror


Don’t just settle for lush –go beyond to hit the

sweet spot.

Indulge a little more at Shangri-La Colombo.

“What characterizes Sri Lankan luxury is the fast paced, stylish lifestyles of those with a global mind set.

There’s the hipster Barefoot jazz night, the unusual French artist performing at Sugar 41, it’s all about the lush environment – and something extra worth talking about.

For me, it’s a rooftop bar, coupled with a beautiful Galle Face Green sunset and the flair of a kite-flying festival.”

- Indi Samarajiva, founder of YAMU

Our creative approach

Stay a little longer

We will debunk the myths and outdated conceptions of Colombo, putting the capital city on the map and giving it a voice of its own as a

colourful, textured and authentic portrait of Sri Lanka.

Look a little closerWe will uncover a unique service

approach that balances signature world-class comfort with a touch of dynamic Sri Lankan personality that

surprises and delights.

Indulge a little moreWe will present Shangri-La as a landmark of its own, one that

champions a new definition of luxury, and marries storied traditions with

modern urban rituals.

Big Idea & Creative Expression

Colombo is waking up.The city is growing beyond its old world charm and

transforming into a vibrant modern metropolis.

The new Shangri-La Colombo is part of this change. We’re bringing a new level of luxury to the city, combining our famous hospitality

with local flavour and becoming a canvas for the best of Sri Lanka.

A place where Sri Lanka comes alive through cultural dances, music, traditions and people.

To some guests, Shangri-La will be a part of that journey. To others, it will be the destination.

To all it offers a sanctuary where everyday Colombo meets modern luxury in an artistic showcase.

Because there’s a lot of Sri Lanka in Shangri-La.And there’s a lot of Shangri-La in Sri Lanka.

Our proposition is flexible to audience needs

Sri Lanka + Shangri-La:Where they meet relies on how they work in tandem to influence audience behaviour.

Where the barriers to engagement lie with perceptions of luxury and

the hotel experience:

Where the barriers to engagement lie with perceptions of the

destination of Colombo itself:

There’s a lot of Shangri-La in Sri Lanka.

There’s a lot of Sri Lanka in Shangri-La.

(+) HOTEL

(+) DESTINATION

INDIA:THEY SEEK

INDULGENCE.

CHINA: THEY SEEK THE

CREATURE COMFORTS.AU / GER / UK:

THEY SEEK THE FULL PICTURE.

PRINT MEDIA FILM SOCIAL PRINT MEDIA

MICE FOCUSED CAMPAIGN

SOCIAL

ACTIVATION PARTNERSHIP

STAGE TWO

STAGE ONE

FILM

There’s a lot ofSri Lanka

in Shangri-La

There’s a lot ofShangri-La

in Sri Lanka

Going full circle and driving direct bookings

Regional Markets (IN/CN)

Print media

Film

Social

Film

Social

Colombo hotel page on SL.com

WeChat reservation engine

Also works with local campaign for GC

activation

Business – activation idea:Business-in-residence

Activation idea:

MICE – activation idea:’A day in the life of’

Shangri-La Business Travel Programme

Global Markets (UK/AU/GER)

Print media

International Feeder Market


in Shangri-La

THE CAPITAL GRILL

+NATANDA DANCE THEATRE

Print media

Print MediaWe feature an element of Sri Lanka in Shangri-La, crediting both the featured dance troupe and venue.

There’s a lot of

Sri Lanka

in Shangri-La.

Dancing is one of the oldest forms of storytelling.

Every twist and turn is full of meaning.

The story of Colombo is brought to life through

cultural dance in our modern spaces. It’s tradition

reimagined to the beat of a drum.

Because at Shangri-La, you won’t just find the best in

luxury, but the best of Sri Lanka.

1

Early morning open on a Sri Lankan flag fluttering against a blue morning sky

2

Take in a beautiful architectural exterior shot of the hotel

3

Move to architectural details as we enter the hotel

4

Focus on details of the interior opulence such as a chandelier

Transition to more close up details Pull back to reveal it’s the details on a dancer’s dress

The dancer starts, it’s a contemporary interpretation of a Sri Lankan dance The dance works its way through several areas of the hotel

5 6

7 8

The dance ends on a close up of the dancer Pull back to reveal she is sitting at the makeup table in one of the rooms.

Our dancer continues to preen, while the animated typography continues Resolving on the identity and call to action

9 10

11 12

Film style reference

THE LOBBY LOUNGE

+THE PINNAWALA ELEPHANT ORHANAGE

Potential Film Frames

TABLE ONE

+THE MINISTRY OF CRAB –

CHEF DHARSHAN MUNIDASA

Potential Film Frames

Social

Social Ads

360 degree panoramic social adsHighlighting a wide angle video scene from each of the shoot scenarios, the scene will animate gently on a loop to draw peoples’ attention.

Regional Feeder Markets


inSri Lanka

Print MediaFeaturing a piece of Shangri-La out in Colombo.

There’s a lot of

Shangri-La

in Sri Lanka.

Luxury isn’t just about the physical things, it’s about

the experience. One that stays with you long after

you’ve left the hotel and gone exploring in

Colombo and beyond.

It’s the reassurance of a soft landing, a place you

can return to after the day is over. It’s comfort that

lasts longer than a tuk tuk ride.

It’s luxury that stays with you.

Print MediaFeaturing a piece of Shangri-La out in Colombo.

There’s a lot of

Shangri-La

in Sri Lanka.

Luxury isn’t just about the physical

things, it’s about the experience.

One that stays with you long after

you’ve left the hotel and gone

exploring in Colombo and beyond.

It’s the reassurance of a soft landing,

a place you can return to after the

day is over. It’s comfort that lasts

longer than an innings.

It’s luxury that stays with you.

Social Video ContentGuest going to a cricket match.

Social

WeChat Ads

Regional Feeder Markets

Phase Two

Our campaign idea extends beyond launch,

giving us a long term platform to activate our proposition

across different areas of the business.

From MICE to F&B, we’re not only bringing real and local elements

of Sri Lanka into the hotel, but getting Shangri-La out into Colombo

and establishing the hotel as a focal point within the community.

A content series that shines a spotlight on the Sri Lankan MICE staff members in Shangri-La, showing how their local knowledge brings an authentic part of Sri Lanka into the hotel. This takes the form of a behind-the-scenes look inside Sri Lanka’s newest luxury hotel, following the typical day of an:

This could be anything from directing guests to local street food, sharing local art, meeting with local suppliers or even a chef preparing a classic Colombo dish from a special family recipe. This would be featured as a video series and as long form and online editorial in MICE publications.

MICE Content Piece

A Day in the Life of…• Event Planner• Food and Beverage Manager

• Concierge• Chef

We show how Shangri-La is at the heart of

Sri Lanka’s modern development by supporting

innovation and small business in Colombo through

a business-in-residence programme.

We sponsor a local start-up, entrepreneur or

small business for a year and offer them use of

Shangri-La’s facilities in exchange for video and

editorial content we can share with our business

audiences through trade publications

and LinkedIn.

Activation

SHANGRI-LA AIRA partnership with Sri Lankan Air where Shangri-La does a takeover of the in-flight meal for Business Class and First Class flights.

Leveraging our Table offering, we create a menu of signature dishes and bring a bit of Shangri-La to flights in and out of Sri Lanka, demonstrating luxury that stays with you throughout all your travels.

We can generate press coverage around the partnership and create behind-the-scenes video and editorial content, using inflight screens and print publications.

Partnership

PRINT MEDIA FILM SOCIAL PRINT MEDIA

MICE FOCUSED CAMPAIGN

SOCIAL

ACTIVATION PARTNERSHIP

STAGE TWO

STAGE ONE

FILM


in Shangri-La


in Sri Lanka

Phasing, Roll Out & Budget

Meeting evolving offerings and audiences over time

(+ HOTEL)There’s a lot of Shangri-La in Sri Lanka.

(+DESTINATION)There’s a lot of Sri Lanka in Shangri-La.

INDIA LEISURE / BLEISURE

CHINA LEISURE

AU / GER / UKLEISURE

TIMING / EVENT

MILESTONES

HAMBANTOTA + VIILINGILLI GUESTS- Packages that upsell nights

by boosting consideration for both locations

LOCAL AFFLUENT- The Table activations- A lifestyle destination that brings

a new level of luxury to the city

MICE / EVENT PLANNERS- The Events Collection- SL now has the capabilities to

host large-scale events

CHINA / INDIA / GCC BUSINESS - Familiar expectations of luxury

and tailored service now available in Sri Lanka

- Taj partnership

ONE GALLE FACE FULL OPENINGHOTEL LAUNCHCAMPAIGN LAUNCH

Estimated TimelineJuly Aug Sept Oct Nov Dec

W27

W28

W29

W30

W31

W32

W 33

W 34

W35

W36

W37

W38

W39

W40

W 41

W42

W 43

W44

W45

W46

W47

W48

W49

W50

W51

Kick Off

Stage 1

Hotel Opening

Photo Shoot

Refine Creative Idea/ Vendor Sourcing

Pre-Production

Post-Production

Pitch Presentation

Live

Assets

Video Shoot

Pre-Production

Refine Creative Idea/ Vendor Sourcing

Post-Production

Stage 2

*Stage 3 estimated to be in 2018

STRATEGY & CONTENT TEAM TECHNICAL TEAM

MEDIA TEAM

CREATIVE TEAM ACCOUNTS TEAM

Eliza YeungSenior Account

Director

Lee WilkinsTechnology

Director

Michelle ChanSenior Strategist

Crystol KoSocial & Content

Executive

Shangri-La Colombo

Maria DelamainClient Partner

Nichole HedemannCopywriter

Claudia WongProject Manager

Alaric SngAccount Manager

Sam KoHead Media Hong Kong

Shangri-La Colombo team

Lyndon HaleECD

There’s a lot of Sri Lanka in Shangri-La.And there’s a lot of Shangri-La in Sri Lanka.

Budget – Stage 1

*costs are ballpark estimations only. Final costs will be defined once deliverable are agreed. ** rounded estimations

Planning, Strategy and Ideation HKD USD

Strategy, Creative Ideation & KV development x2, Analytics HKD 365,000 USD 47,000

Campaign Production

eDM Development (design & copy) EN & SC, AR x12)Pre-Launch, Launch

HKD 267,000 USD 34,000Display Media Banner (EN,SC,AR)

Animated Banner Design & Tech Development & Other Formats x24, Static Banner Design & Other Formats x24

Touchpoints (SL.com Touchpoints) (EN & SC)

Social Strategy & Facebook x 3 / Wechat post x 2 post – Based on Photoshoot imagery HKD 24,000 USD 3,000

Photoshoot Production Support & Management (Estimated for 1 shoot) HKD 237,000 USD 31,000

TOTAL HKD 893,000 USD 115,000 **

Additional & 3rd Party Costs

Production Contingency HKD 90,000 USD 12,000

Photoshoot Production (Estimated for 1 shoot) HKD 600,000 USD 74,000

Travel Costs (estimated for 2 person travels for site visit and photoshoot only, Hotels not incl) HKD 32,000 USD 4,000

Getty Images (Contingency for stock images to support KV) HKD 21,000 USD 3,000

TOTAL HKD 743,000 USD 93,000 **

Total ballpark estimate - Launch with Photoshoot HKD 1,634,000 USD 292,000

Budget – Stage 2 (Two Videos)


Management & Ideation HKD USD

Video Production – Two Video (International and Local) HKD 489,000 USD 63,000

TOTAL HKD 489,000 USD 63,000 **



Video Production (Estimated for 2 shoots) HKD 1,200,000 USD 155,000


TOTAL HKD 1,297,,000 USD 167,000 **

Total ballpark estimate - Launch with 1 videos HKD 1,786,000 USD 230,000

Budget – Stage 2 (One Video)


Management & Ideation HKD USD

Video Production – One Video (International or Local) HKD 283,000 USD 36,000

TOTAL HKD 283,000 USD 36,000 **



Video Production (Estimated for 1 shoots) HKD 800,000 USD 103,000


TOTAL HKD 876,000 USD 112,600 **

Total ballpark estimate - Launch with 1 videos HKD 1,159,000 USD 148,600

Budget – Stage 3


Planning, Strategy and Ideation HKD USD

MICE Activation HKD 610,000 USD 79,000

Start-Up Activation HKD 98,000 USD 13,000

Partnership Activation HKD 98,000 USD 13,000

Appendix

Formed in 2005, nATANDA Dance Theatre of Sri Lanka has since then developed unique dance technique, style and creative choreography.

Founded by Kapila Palihawadana, who is artistic director and choreographer of nATANDA. Kapila founded the company with the intent to start dance compnay that focused on personal development, social inclusion and peace-building.

The nATANDA dance troupe is trained in modern and classical Sri Lankan dance, showcasing their work in Sri Lanka, Thailand, South Korea, USA, The Netherlands, India and United Kingdom. nATANDA has also provided dance workshops to over 2500 young people so far. It pushes the boundaries of dance theatre, looking beyond form, physicality, culture and geography, to richly and vibrantly portray aspects of life and nature

nATANDA Dance Theatre of Sri Lanka

Established in 1975, Pinnawala Elephant Orphanage was founded to care and protect the many orphaned unweaned wild elephants found wandering in and near the forests of Sri Lanka

With the cultural background of treating human and animal alike in their distress Pinnawala Elephant Orphanage started off with the introduction of five abandoned baby elephants to the premises.

This institution caters not only for the abandoned babies but also for those injured and maimed within the jungle. We employ the expertise of both modern veterinary and traditional indigenous medical treatment to cater to these elephants needs.

Pinnawala Elephant Orphanage

Set in a preserved 400-year-old Dutch hospital in Colombo with a minimalistic open kitchen format, Ministry of Crab is a true haven for crustacean fans, celebrating the Sri Lankan crab in everything from the dishes to the crab-claw plants that serve as the restaurant’s only décor.

The restaurant was set up by chef Dharshan Munidasa together with cricketing legends MahelaJayawardene and Kumar Sangakkara.

Ministry of Crab

Thank you

shangri la colombo pitch presentation

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