Boosting the Mandarin Oriental Hotel Group's Profile in the Middle East

Boosting the Mandarin Oriental Hotel Group’s Profile in the Middle East

AGENCIES:

AllDetails

01. ENQUIRY

AllDetails was approached to increase awareness of the Mandarin Oriental Hotel Group’s Michelin-starred outlets and world-class dining. The objective was to enhance the visibility of the Mandarin Oriental Hotel Group among key target groups, including luxury lifestyle and luxury travel media, bloggers, and influencers. Additionally, the aim was to boost guest numbers from the GCC source market to key Mandarin destinations and to invite influential journalists and bloggers to visit various Mandarin Oriental Hotel Group properties to maximize print and social media exposure.

02. IDEATION

The ideation focused on developing a strategic approach to elevate the profile of Mandarin Oriental Hotel Group’s Michelin-starred dining experiences and luxury properties. This involved crafting targeted campaigns to engage luxury lifestyle and travel media, influencers, and key journalists, ultimately driving greater awareness and increasing guest numbers from the GCC source market.

03. EXECUTION

Secured high-profile editorial and speaker opportunities to strategically communicate the brand’s key messages in the GCC.
Arranged group and individual press trips from the GCC to some of the Mandarin Hotels, partnering with influential publications.
Organized an annual Mandarin Oriental PR roadshow in the GCC, culminating in a media lunch event in Dubai.
Ongoing story placement in key English and Arabic lifestyle and travel titles.

04. RESULTS

During the period from September 2015 to September 2018, the campaign achieved substantial results, including significant advertising and PR value.

Advertising value for the period September 2015 – September 2018: $8,017,660.
PR value of $24,052,981 for the above period.
Over 50 press trips arranged during this period.
Over 1,500 articles published between September 2015 and September 2018 as a direct result of PR activities, with an average article length of 3 pages.