Who owns mandarin oriental singapore

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Like many other luxury hospitality brands, Mandarin Oriental has been running a consistent and long-term global advertising campaign — the Fan Campaign, based on top-notch celebrities endorsing the brand.

It is not easy to get celebrity endorsement right. Before any brand signs on a celebrity, they should consider three main aspects:. Attractiveness of the celebrity: This principle states that an attractive endorser will have a positive impact on the endorsement.

The endorser should be attractive to the target audience in certain aspects like physical appearance, intellectual capabilities, athletic competence, and lifestyle. Credibility of the celebrity: This principle states that for any brand-celebrity collaboration to be successful, the personal credibility of the celebrity is crucial.

As celebrity endorsements act as an external cue that enable consumers to sift through the tremendous brand clutter in the market, the credibility factor of the celebrity greatly influences the acceptance with consumers. When a brand signs on a celebrity, these are some of the compatibility factors that have to exist for the brand to leverage the maximum from that collaboration.

Even though these three major principles must be adhered to by any successful brand, practically it might be difficult to find celebrities that satisfy all these three conditions. Depending on the nature of the brand and the kind of product being used, companies can selectively emphasize one factor over the other. Despite the above challenges, Mandarin Oriental has been very successful in carefully selecting and utilizing top-notch celebrities to build and sustain their global brand — of which celebrity endorsements have been a main vehicle.

Nonetheless, the brand acknowledged the problem with using celebrities — that most people remember the celebrities and not the brand — and strove to find a way to overcome this. Ms McCartney has established a strong reputation for portrait photography and advertising campaigns for luxury brands internationally. Each fan is in a location of their choice which, for them, best represents the feeling of well-being. Besides just having the celebrities on-board as endorsers, each of them are also personally involved with the Mandarin Oriental brand.

Besides the Fan Campaign, Mandarin Oriental also utilizes other communication channels to communicate its brand position in the market. One other brand communication channel it uses is its in-house curated online lifestyle magazine, Destination MO. The magazine features new developments in the Mandarin Oriental brand, new and refurbished destinations and luxurious experiences that can be enjoyed through the Mandarin Oriental brand.

Amidst all its success in the past 57 years, Mandarin Oriental still faces challenges in the competitive market of luxury hospitality. Below are some of the challenges that the Group will need to tackle as it heads into the next decade:.

Innovation: Innovation seems to have become a buzzword that is as much misused by the popular press as it is by many brands. Given such a nature of innovation, it is a fundamental building block of iconic brands. Leading brands design their corporate strategies with an inherent strategic element encompassing innovation. Brand strategies that are envisioned with innovation as one of the core elements affords the brand a long -asting competitive advantage that would even withstand system level shocks such as recession.

For Mandarin Oriental, innovation should not just be limited to bringing new luxury consumer experiences, but should be extended to encompass many internal functions such as innovation in channel communication with customers and other stakeholders , innovation in organizational cultures work practices and internal brand practices and innovation in implementing cost-cutting and efficiency-enhancing strategies.

Most of the above-mentioned are not new processes for Mandarin Oriental to administer but there is a need for consistent implementation across its global operations.

For example, Mandarin Oriental launched Fans of MO in , a new digital platform and guest recognition programme for guests to share personal photos and notes about their global Mandarin Oriental experiences. Hosted on a section of its main website, the platform allows visitors to share their positive guest experiences through images and comments. The user-generated posts are then selected and presented as part of a snazzy digital collage that is continuously refreshed.

The Oriental Legend Lives On In the middle of the 19th century, when Thailand was still known as Siam, a rest house for foreign seafarers was established on the banks of the Chao Phraya River.

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