Menu Close Open/Close Menu
Open/Close Search
Have you read our latest Advertising Pays report?

The Advertising Association promotes the role and rights of responsible advertising and its value to people, society, businesses and the economy. We represent UK advertisers, agencies, media owners and tech companies on behalf of the entire industry, acting as the connection between industry professionals and the politicians and policy-makers.

Resource
Ad Pays Series Advertising's Big Questions Adspend Figures Advertising Matters Annual Review Media Smart Cannes Lions
About Us
Our Network AA Members AA Board AA Council Front Foot Contact Us Our Team
Have you read our latest Advertising Pays report?
A A A

The Advertising Association focuses on major industry and policy areas that have huge ramifications on UK advertising. This section contains our work around public health, gambling advertising, data and e-privacy, trust, the digital economy and more.

Our Work
See All Of Our Work
Have you read our latest Advertising Pays report?

Credos is the advertising industry’s independent think tank. It produces research, evidence and reports into the impact and effectiveness of and public and political response to advertising on behalf of UK advertisers in order to enable the industry to make informed decisions.

Credos
See More On Credos
Have you read our latest Advertising Pays report?

Front Foot is our industry’s member network of over 90 businesses across UK advertising. It aims to promote the role of responsible advertising and its value to people, society and the economy through a coalition of senior leaders from advertisers, agencies and media owners.

Front Foot
WHAT IS FRONT FOOT MEMBERSHIP BENEFITS MEMBERS
Find out more and join today
See All
Have you read our latest Advertising Pays report?

We run a number of events throughout the year, from our annual LEAD summit to the Media Business Course and regular breakfast briefings for our members. We are also the official UK representative for the world’s biggest festival of creativity – Cannes Lions.

All events
See All
Have you read our latest Advertising Pays report?

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

Related Articles
View all of our work