Top News Shangri-La Group unveils family-centric brand By TTG Asia / Posted on 21 May, 2021 15:47 Shangri-La Group has launched family experience brand Fam.ily that will focus on creating experiences for multi-generational families and supporting guests on their parenting journeys. The Fam.ily brand logo comprises two parts: ‘fam’, the shortened word for ‘family’, and ‘ily’, the abbreviation for ‘I Love You’, connected by an infinity symbol. At the centre of the symbol is a heart-shaped knot, symbolising the love shared by family members and the strong ties that bind them. Shangri-La Group’s new Fam.ily brand will offer a mix of active and creative family experiences Through Fam.ily, guests can take part in a wide variety of activities that have been specifically designed to encourage learning through play and shared experiences through co-discovery across generations. Pilot Fam.ily programmes will be rolled out at four properties across Mainland China this summer. Additionally, families can stay in themed family suites that have been thoughtfully designed to accommodate multigenerational groups. To support customers in their parenting journeys, Fam.ily strives to build a supportive community where parents can connect and exchange experiences through multiple channels, such as online chat groups and family events. Thought leaders and experts in parenting and child development will also be engaged to share their knowledge with the Fam.ily community. These experts will share ideas and tips for fostering bonds across generations and achieving work-family balance. Accompanying the launch of Fam.ily is a UGC campaign on Weibo and Red that invites followers to post a short video capturing an authentic reaction from their family when hearing “I Love You” using the hashtag #香亲香爱我爱我家 for the chance to win prizes.