Award: Gold
Award Year: 2024
Category: Small Budgets – Non-profit, Products, Service
Executive Summary
Mandarin Oriental is an icon of Singaporean hospitality. For the first time in its 36 year history, it was closing for renovations. Converting a challenge into an opportunity, and proving that no one has higher standards for service, the hotel ensured that it stayed in people’s minds even while closed by converting its competitors into its partners! With a zero-media spend campaign, the result was 100% bookings for its re-opening week, 100% positive sentiments for the campaign, and USD 200,000 through earned media alone.
Lead Agency
Forsman & Bodenfors
Siddhant Lahiri, Head of Strategy
Pokay Lee, President
Deborah Abraham, Head of PR
Ivan Guerra, Group Creative Director
Adrian Ortiz, Group Account Director
Rachel Kennedy, Group Creative Director
Firrdaus Yusoff, Head of Creative
Jason Feng, Head of Studios
Client
Mandarin Oriental
Jaime Chua, Marketing Director