THE BRIEF

To create compelling communications messaging on the first Mondrian to be built in Singapore that sets it apart from the other hotels in a colourful, heritage section of Singapore - and establish positioning for the hotel that busted myths about Singapore through a “provocative” storyline focus

 

THE STRATEGY

Drive a strategy that ensures visibility in global travel and trade media with a high level of awareness and profile to facilitate award placements. The strategy highlighted the Unexpected Talents, Art Collection, Design, and Food & Beverage

 

THE OUTCOME

Just months before the official opening the strategy generated a significant amount of coverage from international A-lists, local/regional media and high-profile KOLs from the culinary, fashion, music and arts & culture spheres since the first release was issued in early December 2022. DA created a unique “manifesto” for the property.