The Langham Hotels launched a contest called "World's Most Romantic Proposal" to find and celebrate the most romantic marriage proposal video. The goal was to position The Langham as the most romantic hotels in the world and leverage the emotional connection of marriage proposals. Entrants were asked to share a video of their proposal of no more than one minute on YouTube and social media to generate engagement. The contest became wildly viral and successful at generating publicity for The Langham's brand.