Shangri-La has unveiled a new campaign, #WithHeart, to celebrate 50 years since its first property launched in Singapore in 1971.

The campaign is designed to honour “the passion and values that have driven the brand’s evolution and the rise of Asia through the stories of those who have lived this transformation,” according to the luxury hotel group, whose properties have since grown to more than 100 globally.  

A short film series has been curated as part of the campaign, telling the stories of six local trailblazers – from a culinary pioneer who became Asia’s Best Female Chef to an architecture graduate who became an internationally renowned installation artist.

The six-episode collection will be released throughout January 2022.

The brand has also launched a social media campaign, inviting people to share what they do “with heart” for a chance to win one of several prizes. To enter, follow @shangrilahotels on Instagram and post a story tagging Shangri-La with the signoff ‘From [name] #withheart’.

Agents can visit shangri-la.com/50years for more information and to see the teaser trailer.

The brand said guests could expect further experiences and collaborations to follow in 2022.