Awards Case Study: Luxury as it’s lived

August 16th, 2019

Cedar won Gold in Best Annual ‘Always-On’ Content Strategy at the 2018 International Content Marketing Awards for their work with Mandarin Oriental. 

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.

Cedar’s Group Strategy and Business Director, Ann Hartland says “Winning the award was a great acknowledgement of our work and thinking.  It was a proud moment for everyone on the team and validation for us and the client that ‘Luxury as it’s lived’ was the perfect content strategy for the brand and a great way to kick off a relationship with a new client”

“We have continued to work with MO to extend the content principles across more areas of content.  As a result our remit was extended in to social content, as MO really bought into how the principle of our strategy could work across multiple disciplines.  We always think big idea first, and that has led us to having bigger conversations with clients as they see the power of how that idea can work across the business and benefit the brand”.

“Over the last 12 months we have evolved the strategy and we are also delivering content across more channels, so we’re hoping we can impress the judges with our evolution”

The 2019 awards are open for entry, with the deadline on Friday 6th September. There are a number of new and updated categories this year, to see more information on entries and categories click here.

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