Benjamin Li
Apr 27, 2012

Hong Kong star Karen Mok is Mandarin Oriental's new 'fan'

HONG KONG - Mandarin Oriental has signed up multi-award winning Hong Kong actress and singer Karen Mok as its latest 'celebrity fan' in its US$6 million global advertising campaign, 'He’s a Fan/She’s a Fan'.

Mok: an
Mok: an "asset" to the campaign

The new campaign, was photographed by the group’s renowned portrait photographer, Mary McCartney. The photoshoot took place in Milan, outside the historic Casa Degli Omenoni. Coincidentally, Mok has been a big fan of the city ever since she was a student, and it is also where she went on her honeymoon last year.

“We are particularly delighted to welcome Karen, a Hong Kong born, internationally renowned performer here at our flagship hotel and the birthplace of Mandarin Oriental’s brand,” said Jill Kluge, Mandarin Oriental Hotel Group’s director of brand communications.

“Her phenomenal talent and grace is well known and she will be an asset to our award-winning campaign, which celebrated its tenth anniversary in 2010. By focusing on celebrities who clearly appreciate the finer things in life, we have been able to show the quality of our hotels in a far more interesting way than traditional hotel advertising.”

Kluge added that their global print ad campaign has now been extended to social media and together with a video collection of the celebrities on its website, Mok will also be tweeting her ambassador’s news to her fans on weibo.

Michael Moszynski, partner and CEO of London Advertising, who has been working on this Mandarin Oriental campaign since its inception, said that "there is a strong value to the consistency, which has proved with its successful high recall rate compared to global campaigns by other bigger brands."

Mok mentions in the campaign’s promotional video that she is a fan of many things, including theatre, opera, films, music, and her work, which takes her travelling all the time. She says that despite being on the road all the time, home doesn't feel so far away, especially when she wakes up in a Mandarin Oriental Hotel, it almost feels like it is her home.

Mok’s photograph is featured as Mandarin Oriental’s ‘Brand new Fan’ in the Group’s outdoor advertising campaign at Hong Kong’s City Hall site.

Mok joins Mandarin Oriental's 23 existing fans: Kevin Spacey, Christian Louboutin, Sophie Marceau and other well-known Asian personalities including IM Pei, Sir David Tang, Maggie Cheung, Michelle Yeoh, Vanessa Mae and Vivienne Tam.

Mandarin Oriental Hotel Group is the only Hong Kong luxury hotel group that has successfully gone global with 44 hotels around the world, and it is opening a new hotel in Milan in 2013.

 


 

Source:
Campaign China

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