Mandarin Oriental Letters to Neighbours

True hospitality is always making sure your guests are well looked after, even when you’re not around. So when we were tasked to communicate the transformation of Mandarin Oriental, Singapore, we asked ourselves, how could we find a way to let the hotel ensure their guests would still be treated to world class service and reception while they were closed?
 
Turns out, the solution was just a stone’s throw away. ​​​​​​​

​​​​​​​In true Singaporean 'kampong' camaraderie spirit, we got the General Manager, Philipp Knuepfer, to handwrite a letter inviting neighbouring hotels to take care of their guests while they are temporarily closed.

We seeded the letters through PR and social. The idea had $0 in production, all executed by the agency team and had $0 in media investment. But reached over 100 thousand people on social, 90% of which were our competitors' followers, and got over 20 million impressions, resulting in fully pre-booked hotel for the entire opening week.

Effie Awards Singapore : 2x Gold (Small Budgets)
Spikes : 2x Silver (PR, Direct), 2x Shortlist
Cannes : 2x Shortlist (PR Brand Voice & Strategic Storytelling, Luxury Brand Storytelling)
Singapore CCA : Best of Category & Gold (Direct), Gold (PR), Silver (Social & Influencer), Bronze, Finalist
NYFestivals : 1 Silver, 1 Finalist
AdStars : 1x Crystal
Andy Awards: Shortlist
Adfest: Bronze (Direct), 1 Finalist