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 :)

1. The Fan Campaign
Advertising Strategy

2. I.M. Pei
World’s Renowned Architect of
the Lourve Pyramid

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. 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. 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. 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

7. TARGET AUDIENCE

9. 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

10. 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

12. 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

13. 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)

14. 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

15. TONE & MANNER
• Luxury
• Innovative
• International with Oriental feel
• Top-notch
• Celebrity Status

16. 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

17. 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

18. 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

19. Morgan Freeman
World’s Most Recognizable Actor

20. Michelle Yeoh
Academy Award Actress

21. Lin Chiling
Top Taiwanese Actress and
Model

22. Sir Peter Blake
Godfather of British Pop Art

23. Vanessa Mae
World’s Top Violinist and
Musician

24. 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