Challenge

• After having been low-profile for several years prior to the launch of The Peninsula Shanghai, HSH lost brand visibility to a growing number of five-star players in a crowded market.
• The media and general public also had no awareness of The Peninsula’s origins in Shanghai.

Solution

MSLGROUP China conducted an event-based media outreach and systematically approached a large number of journalists around the theme, Enrich Your Life.

We leveraged the return of the hotel chain to unveil the history behind the brand and the classical service which sets The Peninsula apart from other hotels.

• Before the event, we conducted an in-depth audit of key travel and luxury media, and made them interested in the hotel’s opening.
• At the event, respected and influential celebrities told their personal travel stories, echoing the spirit of The Peninsula and the Enrich Your Life campaign.
• After the event, we continued to push stories about the service and offerings reflective of the hotel’s 80 years history, by bringing media for tours and to experience the hotel’s renowned afternoon tea.

Results

MSLGROUP China’s campaign got the key message across:

• 108 clippings on the opening, including
• 45 in-depth articles about The Peninsula’s heritage were generated.
• Ad value of RMB 40,919,078