Mandarin Oriental – Fan Campaign

LONDON ADVERTISING

LONDON Advertising’s iconic ‘Fan’ campaign for Mandarin Oriental has helped a small, Hong Kong-based hotel group of seven properties become a leading luxury brand with over 40 properties across the globe.

ADVERTISING

CREATIVE DIRECTION

RESEARCH AND BRAND CONSULTANCY

MULTI-MEDIA MARKETING STRATEGY

ASIA

EUROPE

NORTH AMERICA

The challenge was to transform a small Asian group of 7 hotels into a global luxury brand leader with a global media spend of only $5 million.

The ‘Fan’ campaign for Mandarin Oriental broke the mold of luxury hotel advertising. Rather than focusing on the product, it developed a strategy based on the rich and the famous, who could afford to stay anywhere, chose Mandarin Oriental.

This naturally led to an endorsement campaign, and whilst using celebrities is not new, the challenge with most celebrity campaigns is that people remember the person not the brand. The creative leap for this campaign was to link the headline “I’m a fan” with the brand’s fan logo.

The other unique aspect of the campaign was LONDON Advertising’s demand for authenticity, so only people who are genuine fans of the brand are featured. The Agency has been able to secure 100 of the world’s most renowned individuals to appear in the campaign without paying any of them to take part. We even reunited the Beatles to take part in the campaign.

RESULTS

700%

growth

$24m

earnt PR coverage

Highest ad recall ever recorded

by Ipsos Mori.

“I can’t imagine not working with Michael and Alan. It has always been a pleasure. I would not hesitate to recommend them. They are a tremendous team, they work incredibly hard for the customer, they are truly creative and I would say go for it!”

JILL KLUGE, DIRECTOR OF GLOBAL BRAND COMMUNICATIONS, MANDARIN ORIENTAL HOTEL GROUP

“A few years ago, you started on the LONDON adventure as a very promising, talented agency and you are now reaching new heights in your industry, not dissimilar to our own trajectory over the same period. I believe both firms are very lucky to work together so seamlessly and successfully for such a long time. You are very much part of what we have become globally.”

EDOUARD ETTEDGUI, CHIEF EXECUTIVE OFFICER, MANDARIN ORIENTAL HOTEL GROUP