Launching a new social media campaign, dynamic lifestyle brand, Langham Place Hotels unveiled last night an exclusive series of 3 short films at a media premiere screening overlooking the city of lights.

Cruising along the tech innovation wave and the social media arena, the hotel brand is the first to launch its own short films, all shot through an iPhone 4S, staying true to its urban legend, innovative positioning.

Running at 2 minutes each, the short films known as The Club, The Spa and The Room, embrace the brand's signature pillars - innovation, art and technology in a stimulating series of events occurring at its flagship Hong Kong hotel's urban-chic executive lounge, Club L, the soul-soothing Traditional Chinese Medicine-inspired Chuan Spa and its panoramic Club Prime Place modern guestroom.

Directed by Yamanyamo, an emerging new media studio, the short films effortlessly feed viewers' curiosity by taking them on an unexpected exploration of the hotel, seeking to engage guests in the wonders of imagination and innovation.

Leading the project for the hotel group, Sean Seah, Vice President - E-Commerce, Loyalty and Partner Marketing, comments, "The films reflect the core brand essence of Langham Place Hotels. At the centre of it all, we create experiences that are always stimulating, memorable and true to the brand. Engaging guests through the social media scene talks to how much importance guests place on immediate viewing, liking, sharing and tweeting with friends and peers."

In addition to the short films series, the hotel group has launched the "Making of", providing a rare, behind-the-scenes insight into how the short films were created with passion through the iPhone 4S and just the right amount of cool, bringing guest interaction and experiences to new heights. This social media campaign, conceptualised by Brand Karma, a social media agency, is unique because we are the first brand to create short films produced on a mobile device that leverages social media to inspire our guest to connect and stay with our hotels.

Viewable on social media platforms - YouTube, youku, facebook, weibo and the brand's dedicated short films website, mywaymyplace.com, social media aficionados now have the golden opportunity to name the series of films by April 30, 2012 through the above website or facebook.com/langhamplacehotels, for the chance to win one of the three iPad 3.

Creatives wishing to take the brand on and be a part of the film circuit are being offered the chance to direct and film their own Langham Place short film, earning a spot at the highly coveted indie filmmaker breakfast as part of the Sundance Festival in London, alongside emerging directors, producers and leaders of the Sundance Institute. The prize also includes 2 nights at The Langham, London and a return ticket to London, for the winning filmmaker. Films must be submitted on mywaymyplace.com and be uploaded to YouTube or youku by April 9, 2012 to qualify.



The lifestyle brand, Langham Place, is the first to launch its own short films, all shot through an iPhone 4S, staying true to its urban legend, innovative positioning.