Mandarin Oriental rolls out new phase of 'Fan' campaign

The campaign celebrated its tenth anniversary in 2010 and continues to connect Mandarin Oriental’s fan symbol with international celebrities who regularly stay at the group’s hotels.

In 2006, Mandarin appointed renowned portrait photographer Mary McCartney (the daughter of Paul McCartney) who photographs each celebrity in a location of their choice which, for them, best represents a feeling of well-being.

Thsi year, Oscar winner Spacey, who has been the artistic director of the Old Vic Theatre in London since 2003, chose to be photographed in his dressing room to reflect his passion for the stage.

French footwear designer Christian Louboutin took McCartney to shoot him at his atelier on rue Jean-Jacques Rousseau (near the Mandarin Oriental, Paris).

French actress Sophie Marceau was photographed in a suite at a Mandarin Oriental, Hong Kong during a recent visit to the city.

A short video of Louboutin explains why he is a fan of Mandarin Oriental will feature in Mandarin Oriental’s new iPad advertising campaign which will launch this September in the Asian editions of The Financial Times, The Economist and The Wall Street Journal, with print ad appears in WSJ Asia, Centurion and Fortune.

“We believe it makes a strong statement about our group in a simple and luxurious manner.  By focusing on celebrities who clearly appreciate the finer things in life, we have been able to show the quality of our hotels in a far more interesting way than traditional hotel advertising”, said Jill Kluge, the hotel's director of brand communications.

The three three celebrities join Mandarin Oriental's 20 existing fans: IM Pei, Lance Armstrong, Michelle Yeoh, Jane Seymour, Kenzo Takada, Jerry Hall, Vanessa Mae, Vivienne Tam, Barry Humphries, Frederick Forsyth, Darcey Bussell, Bryan Ferry, Liam Neeson, Helen Mirren, Maggie Cheung, Sigourney Weaver, Sir David Tang, Harry Connick Jr., Hélène Grimaud and Sa Ding Ding.

Earlier additions to the campaign were photographed by celebrated photographer Lord Patrick Lichfield, who passed away in 2005.