Fullerton Hotel Singapore has responded to a cheeky ad by Mandarin Oriental Singapore asking the hotel to "take care" of its guests whilst it shuts its doors temporarily for a six-month long renovation project.
The country general manager of The Fullerton Hotel, Gino Tan said: "Thank you for entrusting us with your valued guests. Rest assured that they are in good hands with the #FullerExperience and we look forward to welcoming you back to the neighborhood with your fresh new look. Take care and see you real soon."
Tan was responding to a campaign done by Mandarin Oriental and its creative agency, Forsman and Bodenfors (F&B), which was recently appointed by the hotel to handle all creative communications for the re-launch of the hotel.
As an initial opening act, F&B ran a social and PR activation campaign which is a "charming little gesture" from Mandarin Oriental SG – featuring a "Letter to Neighbours where the hotel’s GM Philipp Knuepfer personally wrote to his peers at leading hotels across Singapore to temporarily take care of the Mandarin Oriental’s guests while the hotel takes a break. The short film featured Mandarin Oriental's GM penning and voicing the letter and its lead bellboy hand delivering copies of the letters across Singapore.
The tongue and cheek ad is a break from the hotel's typically serious and straight forward marketing strategies.
Don't miss: Mandarin Oriental SG gets cheeky asking competitor hotels to 'take care' of its guests
In the next couple of months, the hotel is expected to undergo a multi-million dollar transformation which will include a complete redesign and refitting of the hotel’s interiors, from the grand lobby and the luxurious rooms to the award-winning food and beverage outlets.
When asked why the occasion was chosen to launch a marketing campaign, a spokesperson from F&B shared that Mandarin Oriental Singapore has long been an iconic aspect of Singapore’s Marina and is a pioneer that defined hotel luxury in the market 35 years ago. However, going on a break to transform the hotel means its loyal guests will be left without the exceptional service they’ve become familiar with. She said:
To Mandarin Oriental, Singapore, true hospitality is making sure guests have the best experience, even in the hotel's absence.
“So, true to the Singaporean way, we harnessed the Kampung spirit, tapping into the hotel’s heritage, sense of community and solidarity through a simple, charming idea -sending letters to neighbouring hotels who offer a similar service, with a genuine request to take care of their guests over this temporary break," she added.
Given that in most situations, closures are never really very interesting – and the same can be said for the hotel’s temporary closure, Mandarin Oriental and F&B decided that they wanted to say goodbye for six months in a way that would be remembered - while honouring the hotel's legacy and putting a smile on people's faces.
"More than that, ‘Letters To Neighbours’ is the first act in a much larger campaign across different stages of this transition. And in this first stage of the hotel closure, we are giving the people behind Mandarin Oriental, Singapore a chance to pay homage to the hotel in their own voice and to find closure in their own way," the spokesperson said.
What are some future marketing plans Mandarin Oriental has in store?
As Forsman & Bodenfors said, this activation is not the end of the campaign for the hotel. Rather, over the next few weeks, the hotel plans to communicate future plans to its guests in interesting and compelling ways.
To mark the temporary closure, Mandarin Oriental Singapore has also launched a symbolic activation on its social platforms - a digital projection featuring Mandarin Oriental’s most iconic brand asset - the fan – slowly closing across the entire façade of the hotel’s exterior.
Over the next few weeks, the communications around the renovation will also include early room bookings to experience the new version of Mandarin Oriental, Singapore come September.
Mandarin Oriental, Singapore’s social media platforms will also host content, honouring the incredible legacy of the hotel, featuring new and long-term employees, regular peeks into the hotel transformation process and the release of early hotel room, dining and spa bookings, all ahead of September 2023.
“Mandarin Oriental, Singapore will re-open with the promise of this: Exceptional is coming.
There are key brand campaigns planned that will mark the re-opening, centering on the new chapter of luxury for one of Singapore’s most loved hotels,” a spokesperson from Mandarin Oriental added.
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