Transform magazine: 8 traordinary launches renamed Shangri-La Circle – 2025

Global hospitality brand Shangri-La has once again enlisted the help of Singaporean agency 8traordinary following the successful rebranding of JEN, a hotel in Hong Kong. Renamed Golden Circle, the project aims to create deeper engagement with customers.

8traordinary’s role has expanded into creative content planning, social media strategy and management, influencer marketing and management, and community management. The agency was brought into the mix specifically to translate Shangri-La Circle’s exclusive benefits and privileges for its clients across its hotels and resorts to the brand’s online platform.

By providing more flexibility, simplicity, recognition and rewards, the hotel brand hopes the update will evolve the program into a powerful and ambitious direct travel lifestyle platform, rather than just being a loyalty program. Through the implementation of a cohesive narrative, the aim is to make customers feel like they are on a journey through the brand portfolio where they can experience the best of the Orient and the West.

Jeffrey Lim, Managing Director of 8traordinary, says: “Shangri-La is a globally loved hotel brand and we are extremely honored to be part of this transformational journey. Having a first-hand understanding of the new experiences and benefits that Shangri-La Circle brings, we are more than happy to leverage our expertise and bring these offerings online.

The brand’s campaign message, “Life is not meant to be square”, is to be amplified through the development of a creative AR filter. The campaign launch will also see Shangri-La Group and 8traordinary work together to collaborate with over 150 influencers across the world to spread the brand’s message.

Lim adds, “Working with influencers and content creators from different countries and community members from different walks of life, it’s really great to manage, share and enjoy the good life with Shangri-La.”