The Mandrake
Brief
Create a whisper campaign around the opening of this daring, unique and totally new hotel concept
Strategy
In keeping with the secretive nature of The Mandrake itself, the agency drip-fed details on a need-to-know basis. In addition, the dissemination of images was also strictly monitored. Select show rounds with key publications were also coordinated during this pre-launch period
Opening day was marked by an exclusive in the London Evening Standard whilst the next day witnessed blanket coverage in the likes of Wallpaper*, Elle Decoration, Condé Nast Traveller, The Telegraph, The Metro and Financial Times How To Spend It to name but a few.
The agency also coordinated a star-studded launch party, that was attended by ES Flashbulb amongst others, followed by the BFC Vogue Designer Party which attracted the likes of Laura Bailey, Erin O’Connor and Tommy Hilfiger
Other opening events included the hotel’s first artist-in-residence programme, with legendary tattooist Mark Mahoney, which was given exclusively to The Times and CNN
Results
The opening of The Mandrake witnessed almost unprecedented media coverage. Just weeks after opening it had already become one of the most sought-after destinations in the capital, with the Evening Standard describing it as “London’s most fashionable hotel”
