TOMÉ MONTEIRO
A pure luxury Parisian hotel from the 19th century
Nestled on the prestigious Rue Saint-Honoré, Mandarin Oriental Paris enjoys a prime location in the heart of Paris, surrounded by renowned fashion houses and just steps away from Place Vendôme and Jardin des Tuileries. Wide open to the city, the hotel embodies the very essence of Paris, offering a haven of peace and serenity—a true cocoon of luxury and sensual delight.
Mandarin Oriental Paris boasts 138 exquisite rooms and suites, including 7 split-level duplex suites and the magnificent 350m² Suite Royale Mandarin. Set within a historic 1930s building, the hotel features a vast landscaped interior garden—an oasis of tranquility within a haute-couture ambiance, blending Parisian elegance with refined Eastern influences.
Among the hotel’s highlights are its exceptional culinary offerings: two restaurants, a bar, and a pastry counter, all under the guidance of renowned Chef Thierry Marx. Guests can also indulge in a world-class spa with seven private suites, exclusive holistic treatments, and beauty rituals by Guerlain, complemented by a spacious indoor swimming pool and a state-of-the-art fitness center.
More than just a luxurious modern hotel, Mandarin Oriental Paris is a vibrant destination with a distinctive character. It is a place where luxury meets pleasure, Parisian elegance harmonizes with contemporary design, and subtle notes of exoticism and romance are masterfully infused.
Brief
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Recommend a social media strategy over one year.
Objectifs
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Positioning the Mandarin Oriental Paris as the French leader hotel on social media.
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Gain new customers / followers and increase fan commitment.
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Create a new digital experience.
Mandarin Oriental Paris Application
This application aims to offer an easily accessible and personalized service, controlled by its user through a smartphone.
To ensure a tailored experience, the application features a filtering system:
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“Guest” mode: open to everyone, providing basic content accessible to all.
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“Customer” mode: available to all guests of the Mandarin Oriental Paris, requiring a confidential key. This key allows users to create a profile, granting immediate access to a range of personalized services.
Upon first use, users will be prompted to select their interests, allowing for a customized interface. The application also serves as a communication hub for the hotel, promoting events, gastronomy, and various services.
Internal communication on the application
The creation of QR codes, reminiscent of the hotel’s iconic fan, allows users to easily download the application.
Additionally, personalized invitations will be sent to the hotel’s regular customers, encouraging them to download the app and access their personal key for tailored services.
Implementation, in the hotel, of POS advertising for the application.
External communication
Video campaign for the application
A video campaign will be created for the smartphone application, shared across the web and social media platforms. The campaign will feature two spots, each highlighting the main target audiences of the hotel: businessmen and young couples.
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Specialised press campaign
Creation of press contents communicating on the application and the new hashtag used on social media.
For magazines like: Paris, Dandy, Best Hotels, Monsieur, Hotel Design,...
This hashtag serves as a consistent signature across all social media content posted by Mandarin Oriental Paris. It also enables customers to share their experiences, offering gratitude and increasing the hotel's visibility.
Social media campaign
OBJECTIVES
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Develop the reputation of Mandarin Oriental Paris by creating a lasting and spontaneous presence in people’s minds.
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Foster human relationships and build strong connections with the public.
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Establish a link between the application and the broader clientele, reaching beyond the general audience.
METHODE
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Create more interactive contents.
Current content tends to be primarily informative and encourages little engagement. By regularly generating participative content, excitement around the hotel will grow, leading to increased visibility and reputation.
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Expand the information field
The current content focuses mainly on the clientele or prospects. By sharing more non-specialized information about the hotel—such as world events aligned with the DNA of Mandarin Oriental Paris—you can reach a much broader audience. For example, highlighting events that resonate with the hotel's essence can help create rich and engaging content.
The most active social media platforms, utilizing multi-content posts (photos, statuses, videos) to showcase the hotel’s services. The goal is to highlight these offerings while incorporating linked content, such as shopping and cultural experiences, to engage a wider audience.
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Enables visual posts that showcase the creative, artistic, and modern character of Mandarin Oriental Paris.
IEnables the creation of a consistent relationship on social media through daily and frequent interactions. Regularly posting comments will highlight specific points about the services offered by Mandarin Oriental Paris, keeping the audience engaged.
