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Open window of a Shangri-La Paris suite overlooking a terrace and the Eiffel Tower
Open window of a Shangri-La Paris suite overlooking a terrace and the Eiffel Tower
Open window of a Shangri-La Paris suite overlooking a terrace and the Eiffel Tower

Community Management

Social Media

Video production

Art direction

WALIBI

Shangri-La Paris: a palace hotel finds its social voice

Shangri-La Paris: a palace hotel finds its social voice

Community Management

Social Media

Video production

Art direction

Shangri-La Paris

KEY FIGURES

pieces of content created, May 2023–April 2024

pieces of content created, May 2023–April 2024

213

213

photos and videos from the 2023–2024 shoots

photos and videos from the 2023–2024 shoots

70

70

accounts managed in French and English

accounts managed in French and English

3

3

SECTORS

SECTORS

Travel & Tourism

PERIOD

PERIOD

2023–2024

ACTORS

ACTORS

Picture Element
Share Bien
Picture Element
Share Bien

OVERVIEW

Summary

The welcome starts before the stay.

From May 2023 to August 2024, Picture Element managed social media for Shangri-La Paris. We developed its editorial approach, visual direction and community management in French and English, then produced photography, video and paid social campaigns for the hotel, its restaurants, bar and spa. One brand, with many experiences to share.

The context

An Eiffel Tower view, a Michelin-starred Chinese restaurant, a bar and a spa. How do they belong in the same feed?

In 2023, Shangri-La Paris wanted a more distinctive presence among the city’s palace hotels and greater consistency across its accounts. The hotel and Shang Palace each had an Instagram account, alongside a Facebook page. Different audiences came for different reasons. The editorial task was to make the hotel recognisable throughout.

The challenge

Inspire a stay, a dinner or a few hours at the hotel, with the same care guests would experience in person. That meant maintaining the standard every day, in two languages: a calendar that brought each venue to life, imagery that showed the service, and thoughtful responses to comments and messages.

The idea

Bring French art de vivre and Asian hospitality into one voice.

We translated both influences into practical writing guidelines: concise, evocative captions, written in English first and then French, under #ShangriLaMonAmour. The visual system gave each venue its own direction and templates. Shang Palace could express its character, as could Bar Botaniste, while remaining part of the same hotel.

The execution

We first established a consistent foundation, then organised the work needed to maintain it.

  • Set the direction. Strategy, tone of voice, community guidelines, bios, icons and templates gave the team a shared basis for posts and conversations.

  • Manage the day-to-day. Monthly planning, bilingual copy, moderation and editing of guest and creator imagery were supported by monthly and quarterly reporting.

  • Produce for the platforms. Two shoots covered the hotel’s experiences in spring, followed by the suites, spa, Shang Palace and Bar Botaniste in July. Photography, Reels and FPV drone sequences supplied the editorial calendar, with an animated film for Christmas.

  • Support specific offers. Meta campaigns promoted Summer by La Bauhinia, La Bauhinia and Table avec Vue. Share Bien handled influencer monitoring, casting and collaboration management.

The results

The first-year review records 213 pieces of content created from May 2023 to April 2024, alongside 70 photos and videos produced across the shoots. The Bonaparte Suite FPV Reel recorded more than 109,000 views in the October 2023 report.

The engagement continued through summer 2024. In September, we handed the new marketing team the image library, posts, fonts and logos: an organised set of assets to keep the brand’s social presence moving.

Summary

The welcome starts before the stay.

From May 2023 to August 2024, Picture Element managed social media for Shangri-La Paris. We developed its editorial approach, visual direction and community management in French and English, then produced photography, video and paid social campaigns for the hotel, its restaurants, bar and spa. One brand, with many experiences to share.

The context

An Eiffel Tower view, a Michelin-starred Chinese restaurant, a bar and a spa. How do they belong in the same feed?

In 2023, Shangri-La Paris wanted a more distinctive presence among the city’s palace hotels and greater consistency across its accounts. The hotel and Shang Palace each had an Instagram account, alongside a Facebook page. Different audiences came for different reasons. The editorial task was to make the hotel recognisable throughout.

The challenge

Inspire a stay, a dinner or a few hours at the hotel, with the same care guests would experience in person. That meant maintaining the standard every day, in two languages: a calendar that brought each venue to life, imagery that showed the service, and thoughtful responses to comments and messages.

The idea

Bring French art de vivre and Asian hospitality into one voice.

We translated both influences into practical writing guidelines: concise, evocative captions, written in English first and then French, under #ShangriLaMonAmour. The visual system gave each venue its own direction and templates. Shang Palace could express its character, as could Bar Botaniste, while remaining part of the same hotel.

The execution

We first established a consistent foundation, then organised the work needed to maintain it.

  • Set the direction. Strategy, tone of voice, community guidelines, bios, icons and templates gave the team a shared basis for posts and conversations.

  • Manage the day-to-day. Monthly planning, bilingual copy, moderation and editing of guest and creator imagery were supported by monthly and quarterly reporting.

  • Produce for the platforms. Two shoots covered the hotel’s experiences in spring, followed by the suites, spa, Shang Palace and Bar Botaniste in July. Photography, Reels and FPV drone sequences supplied the editorial calendar, with an animated film for Christmas.

  • Support specific offers. Meta campaigns promoted Summer by La Bauhinia, La Bauhinia and Table avec Vue. Share Bien handled influencer monitoring, casting and collaboration management.

The results

The first-year review records 213 pieces of content created from May 2023 to April 2024, alongside 70 photos and videos produced across the shoots. The Bonaparte Suite FPV Reel recorded more than 109,000 views in the October 2023 report.

The engagement continued through summer 2024. In September, we handed the new marketing team the image library, posts, fonts and logos: an organised set of assets to keep the brand’s social presence moving.

PIC TOUCH

The view and the service, in one continuous move.

An FPV drone shot connects the Eiffel Tower with a suite where staff serve a couple at a table. The sequence became the Table avec Vue Reel and paid social creative. The movement brings the experience into focus: Paris outside the window, attentive service inside. A second sequence travels through the Bonaparte Suite, room by room.

Let’s give your hotel a voice of its own.

La Bauhinia’s glass roof and chandelier at Shangri-La Paris, filmed by FPV drone

3

Carving Peking duck at Shang Palace, a still from a Reel produced by Picture Element

3

Illustrated façade of Shangri-La Paris in the 2023 animated Christmas film

3

PIC TOUCH

The view and the service, in one continuous move.

An FPV drone shot connects the Eiffel Tower with a suite where staff serve a couple at a table. The sequence became the Table avec Vue Reel and paid social creative. The movement brings the experience into focus: Paris outside the window, attentive service inside. A second sequence travels through the Bonaparte Suite, room by room.

Let’s give your hotel a voice of its own.

Let’s give your hotel a voice of its own.

THE FIGURES IN DETAIL

213

pieces of content created, May 2023–April 2024

pieces of content created, May 2023–April 2024

213

pieces of content created, May 2023–April 2024

213

pieces of content created, May 2023–April 2024

70

photos and videos from the 2023–2024 shoots

photos and videos from the 2023–2024 shoots

70

photos and videos from the 2023–2024 shoots

70

photos and videos from the 2023–2024 shoots

3
3

accounts managed in French and English

accounts managed in French and English

accounts managed in French and English

3

accounts managed in French and English

109,000+

views of the Bonaparte FPV Reel, October 2023 report

views of the Bonaparte FPV Reel, October 2023 report

109,000+

views of the Bonaparte FPV Reel, October 2023 report

109,000+

views of the Bonaparte FPV Reel, October 2023 report

2
2

shoots supporting the 2023 social media programme

shoots supporting the 2023 social media programme

shoots supporting the 2023 social media programme

2

shoots supporting the 2023 social media programme

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So, shall we work together?

Yes

No

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37 RUE JOSEPHIN SOULARY
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So, shall we work together?

Yes

No

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