The Peninsula Hotel | Peninsula Shanghai Launch | Hong Kong

To celebrate and announce the launch, The Peninsula has taken over the homepage of Yahoo Hong Kong. Also utilizing Facebook, the campaign invites people to compete for a deluxe stay at The Peninsula Shanghai, plane tickets and other prizes. Participants are required to post a congratulatory message on their Facebook walls to enter the contest.

The initiative is part of a regional campaign that will include an above-the-line marketing push at a later date. “Whilst the traditional media strategy laid out the story of the Shanghai opening, with the digital media strategy we wanted to find a quick and easy way for viewers to share the in celebration behind the opening,” said Dwayne Serjeant, creative director at wwwins Consulting Hong Kong.

Serjeant explained that the campaign gave people a chance to “vocally support and cheer” for The Peninsula. He said that this linked to the brand's ethos of “treating all guests as a family”.

The campaign also incorporates print, regional and in-flight television components. Carat is responsible for media buying.

Peninsula put wwwins Consulting in chargeof redesigning its official website for all markets last September.






Credits:
Project Peninsula Shanghai Launch
Client The Peninsula Hotel
Digital agency wwwins/iProspect, Hong Kong
Creative director Dwayne Serjeant
Art director Jim Fong
Copywriter Dwayne Serjeant
Agency producers Michael Li, Yuenman Chan
Media agency Carat, Hong Kong
Exposure Print, online, in-flight