The Shangri-La Group has announced the launch of its new campaign, 'Eat Play Love', to coincide with the 15th anniversary of the film Eat Pray Love, which inspired the concept. The campaign introduces a collection of curated travel experiences across several Shangri-La properties, aiming to support personal reflection and connection through travel.
The group has released a brand film that accompanies the campaign, featuring locations including Shangri-La Eros New Delhi, Shangri-La Toronto, Shangri-La Dubai, Shangri-La Colombo, Shangri-La Le Touessrok, Shangri-La Barr Al Jissah, Shangri-La Al Husn, Shangri-La Bosphorus, Shangri-La The Shard, and Shangri-La Paris. The film focuses on personal journeys and everyday moments during travel.
'The film visually portrays the philosophy behind ‘Eat Play Love’ and entices our guests to explore the world not just through sights and sounds, but through stories that will make them fall in love with life all over again,' said Katerina Dixon, AVP Marketing and Corporate Communications MEIA, Shangri-La Group. 'It resonates with moments where guests are seeking more than just a place to stay, and travel is a way to enrich their sense of self. The aim of the film is to inspire viewers and shape new expectations in the hospitality market.'
The campaign is divided into three categories – 'Eat', 'Play', and 'Love' – each reflecting a different aspect of the travel experience.
Watch the campaign short here.
'Eat' experiences include:
- In Toronto, a 90-minute guided culinary tour of the St. Lawrence Market led by a Shangri-La chef, with a $100 gift card included.
- In Colombo, families can take part in a hopper-making session at the Tiki Bar’s open-air kitchen.
- In Istanbul, couples are offered a private terrace dinner overlooking the Bosphorus, with a menu created by Executive Chef Giovanni Terracciano.
'Play' experiences focus on exploration and cultural interaction:
- In New Delhi, guests are guided through key landmarks such as the India Gate and Janpath Market.
- In Mauritius, families can join an e-bike tour through the village of Trou d’Eau Douce and visit Flacq Market.
- In London, couples can take part in a guided walk featuring stops at Maltby Street Market, Bermondsey High Street, and Borough Market.
'Love' experiences centre on well-being and reflection:
- In Dubai, solo travellers can join a yoga session followed by a wellness break.
- In Muscat, families are offered a Polaroid photoshoot around the resort grounds.
- In Paris, couples can attend a 90-minute Rebalancing Massage at CHI, The Spa, followed by time in the wellness facilities.
The 'Eat Play Love' campaign will be promoted across digital platforms and is aimed at a wide range of travellers, including solo visitors, couples, and families. According to the group, the campaign reflects a broader shift in traveller preferences towards experience-led journeys.
