The Table: Food & Beverage

SHANGRI-LA GROUP OF HOTELS

AGENCY: DIGITASLBI HONG KONG
CREATIVE DIRECTION: JUDY NG
WRITING: DAVID STRASSER
ART DIRECTION: TOBY CHENG / JUKKA KETTUNEN
ILLUSTRATION: SAMMY KWONG

Any traveller worth their salt knows delicious meals don't happen in the hotel. A huge problem for Shangri-La, which has over 500 properties with the financial misfortune of being attached to their hotels. To change this, we needed to completely overhaul their dining programme to do the impossible: get foodies excited about dining in the hotel.

We needed to change the way our target finds, books, and experiences a five star meal. This meant allowing users to search for restaurants based on mood, rather than food. Contextual ads were served to users to further bring this notion to life.

© 2023 David John Strasser