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Mandarin Oriental "Fan Campaign"

Mandarin Oriental's "Fan Campaign" has generated 400% returns since its inception.

Find out how does this advertising strategy helps generate extravagant revenues for Mandarin Oriental :)

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Mandarin Oriental "Fan Campaign"

  1. 1. The Fan Campaign Advertising Strategy
  2. 2. I.M. Pei World’s Renowned Architect of the Lourve Pyramid
  3. 3. BACKGROUND Agency: LONDON Advertising • Executive Creative Director: Michael Mozsynski & Alan Jarvie (Previously M&C Saatchi) Mandarin Oriental Hotel • Jill Kluge – Group Director of Brand Communications of Mandarin Oriental • 1999: Asia 5 Star Hotel Group with Oriental Charm • 2014: Worldwide Recognized Top Luxury Hotel
  4. 4. THE ‘FAN’ LOGO • Agency: Pentagram • Symbolized: Luxury, Elegance and Comfort • Represents the Oriental Culture • Unique Fan for Individual Hotels: to reflect Individuality of each Property of Mandarin Oriental
  5. 5. MARKETING OBJECTIVES • Year 1999: 7 hotels • To help Asia Based hotel group Grow Worldwide • Establishing Mandarin Oriental as a chain of LEGENDARY hotels Worldwide offering a holistic experience of 21ST CENTURY LUXURY with ORIENTAL CHARM • For Jill, 21ST CENTURY LUXURY encompasses 3 elements: • Tradition • Quality • Innovation
  6. 6. ADVERTISING OBJECTIVES • To show the quality of Mandarin Oriental as the finest hotel in the world • To position Mandarin Oriental as the leader of the luxury hotel sector worldwide • To reflect the affinity that Mandarin Oriental guests have with the brand
  8. 8. Enjoy fine-dining TARGET AUDIENCE High Networth Earning: More than USD 10k per year Liquid asset: Over USD 250,000 Willing to pay a premium for quality experience Value personalised service and experience Well-travelled Highly educated, reading influences their choice of destinations Rely on word-of-mouth & reputation of hotel Looking for exclusive, Life Enhancing Experience Choose to live without compromise and seek only the best Own vacation homes
  9. 9. COMPETITIVE FRAME • Global Competitor: excellence service with excellence geographical coverage • Four Seasons: Modern Luxury, Sustained track record (90 hotels, 36 countries) • Ritz Carlton: Just acquired by Marriott in 1999 • Hilton: Strong brand awareness (550 properties, 80 countries) • Individual Standalone Boutique Luxury Hotel • The Carlyle (New York) • Claridges(London) • Crillon(Paris) • Asian Concept with Internationalisation: Shangri-La, Raffles, Banyan Tree
  10. 10. CONSUMER BENEFITS Exclusive, Life Enhancing Experience • High quality Hotel and Resort • Personalized service and experience • Unique gastronomic offer with Michelin Star Moments Restaurant • Excellent Amenities • Exciting activities
  11. 11. EVIDENCE / SUPPORT • Awards • Forbes 5 Star Hotel • Forbes 5 Star Oriental Spa • Michelin Star Restaurant with award winning chef • Forbes 5 Star Spa • Mobil Five Star Award • Top 50 Most Sought After Hotel Brands: No. 17 • Top-notch Celebrity Endorsement: 28 from all over the world • Conde Nast Traveler several times rated Mandarin Oriental as the number one hotel in many categories in delivering Asian service • 15 Hotels still under development so far : 5 (Asia), 6 (Europe & Middle East), 4 (Americas)
  12. 12. CONSUMER PERCEPTION • Before: Mandarin Oriental is an Asia five-star hotel with great services • After: Mandarin Oriental is a chain of LEGENDARY hotels offering a holistic experience of 21ST CENTURY LUXURY with ORIENTAL CHARM, even the rich and famous choose to stay there
  13. 13. TONE & MANNER • Luxury • Innovative • International with Oriental feel • Top-notch • Celebrity Status
  14. 14. MANDATORIES • Exceptional Photography Featuring Mandarin Oriental Celebrity-Fan • Mandarin Oriental – The Hotel Group Logo • Tagline: He’s a fan. / She’s a fan. • Fine Prints: To find out why XXX is a fan visit www.mandarinoriental.com • List of CITIES Mandarin Oriental Hotel Group Located: ATLANTA BANGKOK BOSTON GENEVA GUANGZHOU HONG KONG JAKARTA KUALA LUMPUR LAS VEGAS LONDON MACAU MANILA MIAMI NEW YORK PARIS PRAGUE SAN FRANCISCO SANYA SHANGHAI SINGAPORE TAIPEI TOKYO WASHINGTON DC
  15. 15. POSITIONING STATEMENT Mandarin Oriental is a chain of LEGENDARY hotels offering a holistic experience of 21ST CENTURY LUXURY with ORIENTAL CHARM, even the RICH and FAMOUS choose to stay there
  16. 16. IDEA • World-class Photography: to reflects QUALITY • Background, talent and culture of celebrities: to reflect HERITAGE • Fan Logo + Play on Word Fan: to reflect INNOVATION • Combined with Charity Cause: Donated money to each Fan’s choice of charity
  17. 17. Morgan Freeman World’s Most Recognizable Actor
  18. 18. Michelle Yeoh Academy Award Actress
  19. 19. Lin Chiling Top Taiwanese Actress and Model
  20. 20. Sir Peter Blake Godfather of British Pop Art
  21. 21. Vanessa Mae World’s Top Violinist and Musician
  22. 22. RESULTS • Campaign ran for 15 years • Had 38 fans so far, each supporting a charity cause • 58 % Ad recall • Expansion of Mandarin Oriental from 7 hotels to 44 hotels: Grow of 500% since inception • Group Profit rose Dramatically