American Marketer


Mandarin Oriental Miami draws on brand legacy for 15th anniversary

July 6, 2015

Mandarin Oriental, Miami Mandarin Oriental, Miami


Mandarin Oriental, Miami is elevating its 15th anniversary with a series of packages and a social media contest.

The brand is mining the local culture and its resident attractions as a culmination of 15 years of business. Few events provide better campaign launching off points than brand anniversaries, but even these achievements can seem dull if brands fail to experiment.

"We wanted to include a contest as part of our 15th anniversary celebrations so we could engage with and reward our loyal guests, fans and followers for all of their support through our 15 fantastic years in Miami," Alexandra Wensley, director of communications at Mandarin Oriental, Miami.

"Our guests have been with us to celebrate many major milestones including our triple five stars for the hotel, Azul restaurant and The Spa," she said.

Joining the family

Mandarin Oriental originated in Hong Kong in 1963. The brand then added a property in Bangkok under its iconic flag logo and began to gradually expand on a global basis over the next few decades.

In the 2000s, the brand accelerated its portfolio expansion, adding its Miami property in the process.

Since then, Mandarin Oriental, Miami, has been a fixture along the city's shoreline.

Mandarin Oriental, Miami view

Mandarin Oriental, Miami view

The brand is celebrating its integral part of the city's luxury landscape with a number of 15th anniversary efforts.

First, a special "Magnificent Miami 15" package has been crafted that explores both Miami and the property.

Guests will receive two nights in a deluxe guestroom, welcome gifts, dinner reservations at the property's Azul restaurant for a 15 course meal, a private cabana at the Oasis Beach Club with a beach butler, tickets to the Perez Art Museum with a guide, an art tour, a trip to Bal Harbour Shops of the Miami Design District and an art-themed glass fan case.

The property is also bringing the celebration into its spa.

Mandarin Oriental, Miami spa

Mandarin Oriental, Miami spa

Here, guests can receive a beauty program spread out over five sessions that incorporates the brand's latest spa techniques.

When added up, five "HyrdaFacial MD" treatments, five manicures and pedicures and five "CACI Body Contour" treatments bring the offer in alignment with the anniversary.

Finally, the brand is weaving social media into the anniversary through a #FindTheFan contest, referencing Mandarin Oriental's logo.

Mandarin Oriental logo

Mandarin Oriental logo being polished

From Aug. 17-31, fans are encouraged to find fan-shaped objects in their lives and then post an image to Instagram, Facebook or Twitter with a short story.

The winning entrant will receive a three-night stay for two with a host of additional benefits.

Fun everywhere

Celebrations are probably the central element of the hospitality industry.

Over the weekend, luxury hotels made their cases for compelling Fourth of July experiences.

Holidays generate substantial travel, providing hotel brands with opportunities to steer guests into their properties and potentially earn loyalists. However, finding a way to stand out on a holiday that has a few, immovable expectations can be challenging (see story).

Mandarin Oriental, Miami's shoreline location made it an ideal place for the festivities.

"Mandarin Oriental, Miami is expecting to be sold out this Fourth of July weekend," Ms. Wensley said.

"We hope for beautiful weather so guests can enjoy our Oasis Pool and Beach Club. Our La Mar by Gaston Acurio Peruvian restaurant is offering grilled specialties from our live action Anticuchos Grill," she said.

Final Take
Joe McCarthy, staff reporter on Luxury Daily, New York