Mandarin Oriental SG gets cheeky asking competitor hotels to 'take care' of its guests

Mandarin Oriental Singapore has appointed creative agency Forsman and Bodenfors (F&B) its global creative duties, to handle all creative communications for the re-launch of the hotel. 

As an initial opening act, F&B is running a social/PR activation campaign which is a "charming little gesture" from Mandarin Oriental SG – featuring a "Letter to Neighbours where the hotel’s GM has personally written to his peers at leading hotels across Singapore to temporarily take care of the Mandarin Oriental’s guests while the hotel takes a break.

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The short film features Mandarin Oriental's GM penning and voicing the letter and its lead bellboy hand delivering copies of the letters across Singapore.

The hotel temporarily closed its doors to undergo a six-month transformation. It will be re-opening in September 2023, and the hotel will offer a brand-new look and feel. “This is a new dawn of exceptional luxury,” says Philipp Knuepfer , general manager of Mandarin Oriental Singapore. “As the sun set on the Marina Bay on 7 March, we said farewell to the 527 rooms, seven food and beverage outlets, full-service luxury spa and many other facilities that have proudly served our guests for 35 years.”

MARKETING-INTERACTIVE has reached out for more information.

On a leadership front, Mandarin Oriental Group promoted Andrew Cleary to be vice president of global CRM and customer strategy. He is based in Hong Kong with experiences in aviation, hospitality, financial markets and media.

Cleary has developed in senior roles with global airlines, hospitality leaders and luxury retailers in Hong Kong, London and Sydney including strategic and crisis communications, digital product innovation, loyalty programme design and commercial partnership management. According to his LinkedIn, Cleary joined Mandarin Oriental Group in February 2022 as the lead for customer and loyalty. He was responsible for developing the long-term customer experience, loyalty proposition and partnerships ecosystem globally for the hotel.

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