I M Pei latest 'Fan' of Mandarin Oriental

The Mandarin Oriental Hotel Group has announced world-renowned architect, I M Pei as the Group's new international celebrity featured in their well-recognized international advertising campaign, "He's a Fan/She's a Fan".

Born in Canton, China and with a career that spans more than six decades, Pei is internationally renowned for his sharp, geometric designs. His architectural achievements include: Bank of China Tower in Hong Kong; the modernization of Musée de Louvre and the creation of its spectacular visitors' entrance, Pyramide du Louvre; National Gallery of Art in Washington ; Rock and Roll Hall of Fame and Museum in Cleveland, Ohio; and Miho Museum in Japan.

Pei joins Mandarin Oriental's existing fans, including Isabella Rossellini, Lance Armstrong, Michelle Yeoh, Jane Seymour, Whoopi Goldberg, Zubin Mehta, Elle Macpherson, Jerry Hall, Vanessa Mae, Dame Edna Everage, Frederick Forsyth, Patrick Lichfield and David Tang.

The campaign simply and elegantly connects the Group's well-recognised symbol - the fan - with international celebrities who regularly stay at the hotels and consider themselves to be the fans of the Group.

Each of the celebrities was photographed by world-famous photographer and royal, Patrick Lichfield, in a location of their choice which, for them, best represents a feeling of well-being. In appreciation of their support, the Group has made donations to each celebrity's individual choice of charity.

The advertising campaign, which is aimed at significantly increasing the Group's brand awareness globally, was developed by M&C Saatchi Hong Kong.

The selection of media, planned and negotiated through Carat Asia Pacific, is designed to reflect the luxurious quality of the advertising. Global lifestyle, travel and fashion titles have been chosen on the strength of the relationship each publications has with a select  group of affluent readers with a high propensity to travel.

Whilst titles have been bought in key markets worldwide, a significant proportion of the expenditure is focused in The Americas, where a large percentage of Mandarin Oriental's guests are based and where the Group continues to progress solidly with its expansion strategy.

 "We are delighted with the campaign and 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, Mandarin Oriental Hotel Group's Director of Communications.