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LONDON Advertising’s iconic ‘Fan’ campaign for Mandarin Oriental

/ March 10th 2021
Exports and International Trade

LONDON Advertising’s iconic ‘Fan’ campaign for Mandarin Oriental has helped a small, Asia-based hotel group of seven properties become a leading luxury brand with over 40 properties across the globe.  The campaign broke the mold of luxury hotel advertising which tended to focus on the product – a beautiful lobby, stunning swimming pool or divine bedroom.  As LONDON Advertising believed these were hygiene factors for anyone spending $1,000+ for a room night, the agency decided to make the guest the focus for the advertising.  When the team saw the extraordinary list of former guests 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, which has helped the campaign achieve the highest ad recall ever recorded by Ipsos Mori.

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.

Since the campaign’s launch, Mandarin Oriental has experienced over 700% growth and is now considered to be one of the world’s leading luxury brands.

Find out more at London Advertising

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