Shangri-La Invites Weibo Users on a 'Virtual Pilgrimage' to Tibet

People Saw Their Wishes Written on Flags and Hung Above Holy Lake

Published on

Editor's Pick

To launch the new Shangri-La Hotel in Lhasa, Tibet, Ogilvy & Mather Hong Kong focused on the country's association with spirtuality, appealing to users of Weibo (China's Twitter) to go on a "virtual pilgrimage" to the country. In conjunction with famous Tibetan singer Yangjin Lamu opened a Weibo page on which users could post their wishes and dreams. These were copied onto traditional Tibetan handwritten prayer flags and showcased on the site, and then finally hoisted over the holy lake Lake Namtso by Lamu. This was followed by streaming live video and photography of Lamu visiting the places they suggested. The site attracted close to a billion impressions online.

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now


Aug 04, 2014
Ogilvy & Mather Hong Kong
Shangri-La Hotels and Resorts
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Receive Our Newsletters.

Become a Member of Ad Age