Just under a year ago, the luxury hotel brand Mandarin Oriental wanted to start a new chapter in its brand journey: digital transformation. The brand understood that online, video and social were the new shop window for brands, so turned to content agency Cedar to deliver a fantastic digital experience for existing and potential customers.
The agency were set three ambitious objectives: to improve the brand’s reach, engage customers by acting as an authority on luxury travel, and improve the path-to-purchase customers to gain more bookings. Focusing on high-net-worth individuals, the team achieved this through meticulous research, the creation of a unifying strategy, and a sharp focus on content.
With the creation of over 468 pieces of content across 10 brand channels, Cedar increased web traffic, the circulation of the print magazine, and revenue way beyond the client’s targets. “From a standing start,” said the judges, “this campaign delivered industry best practice in a short period of time, delivering a seamless transition of a luxury brand into the online space.”
Taking Silver, Qantas Magazine & Travel Insider impressed the judges with its “high levels of strategy and planning”, while Bronze winner Fresh Content “centred on outstanding content and execution brought to life across multiple channels”.