introducing a 5-star brand to boston
Though an internationally recognized 5-star hotel chain, Mandarin Oriental did not have significant brand awareness in the Boston area when it was first announced as the flagship hotel of a prominent Boylston Street development. Denterlein led all aspects of marketing communications for the launch and participated in the planning and execution of both micro-events for targeted audiences and the grand opening.
Denterlein underscored the unique elements associated with the Mandarin brand (an Asian sensibility, unparalleled commitment to customer service, outstanding food and beverage, unique spa) in all messaging surrounding the grand opening. We worked closely with the Mandarin’s general manager and marketing team to develop a series of events that highlighted the spa, restaurants and bars with target audiences.
Denterlein secured coverage from all major news outlets and attendance from key elected officials.