"I believe the objective was achieved as the coverage (of the closure) was very warm and affectionate and the activities encouraged people to come in and experience the hotel before the renovation," said Julia Brown, creative director of the Hong Kong-based design and marketing company.
Orijen created fan-shaped flyers featuring '60s photography to market the 42-year-old hotel's last big party, celebrating the swinging '60s, in December. According to Brown, tickets sold out well before the final sales push for the event. "Our brief was much more tactical -- it was really to boost awareness of the hotel, generate a very positive feeling, a sense of regret at its closing," Brown added.
HK hotel turns on charm offensive
The Mandarin Oriental Hong Kong and its below-the-line partner Orijen unleashed a tactical below-the-line offensive just before its closure late last year for eight months of renovation.