Recognising the fact that many people live busy urban lives, and can only dream of travelling to Tibet, to mark the launch of Shangri-La in Lhasa we created a Weibo campaign that allowed them to make a virtual pilgrimage.

We followed Grammy-winning singer Yangjin Lamu around Tibet as she posted daily messages and videos. Fans could post their own wishes on the page, which Lamu would write onto prayer flags. When she reached the holy lake Namtso, Lamu flew the many flags she had accumulated high above the lake.

The Shangri-La Weibo page became a portal through which fans could experience Tibet, gaining new interest in the hotel as well as encouraging anyone with dreams of visiting Tibet to do it through Shangri-La.