Letters to Neighbours

The ultimate gesture of hospitality

When hotels close for renovations, the usual approach is to simply shut down all communication until reopening. But as a renowned icon of hospitality in the Marina Bay Area, Mandarin Oriental couldn’t just leave their guests to fend for themselves. Instead, we sent the GMs of our 5 leading competitors - Shangri-la, Ritz-Carlton, Four Seasons, Fullerton, and Raffles hotels - a letter asking them to take care of our guests, while we were away.

We seeded the letters through PR and social. The idea had $0 in media investment, but reached over 100 thousand people on social, 90% of which were our competitors' followers, and got over 20 million impressions, resulting in fully pre-booked hotel for the entire opening week.

Proving that when you go above and beyond for your guests, your results are above and beyond your expectations.