Mandarin Oriental Jumeira, the first in the Middle East, opened its doors in 2019 to great success and has already become a landmark resort on the shores of Dubai.

The brief

Located in the heart of Dubai, the five-star Mandarin Oriental Jumeira (MO Jumeira) wanted to stand out from its many direct and indirect competitors on social media. Not only did they need a powerful overarching strategy for the hotel, they also needed individual strategies for their three main restaurants, as well as online visual guidelines.

The social media strategies needed to increase the numbers of bookings for rooms and restaurant reservations, grow the brand’s follower base and increase the engagement rate.

Audit / Benchmarking / Social Media Content Strategy / Creative Strategy / Influencer Strategy / Social Media Strategy / KPI Definition

Our approach

We performed an initial audit of the existing MO Jumeira social media, followed by a benchmark exercise to analyse the social media activities of other competitors in the luxury hospitality sector. Guided by these two reports we created social media strategies to take MO Jumeira’s online presence to the next level. From attention-holding stills and moving images, to short, riveting videos, our aim was to take the brand image on social media into previously unseen territory in the UAE.

Our roadmap included

• Developing social media content strategies, which followed a distinct mood and tonality for the main hotel and each restaurant brand
• Mapping monthly content calendars in sync with the hotel’s marketing activities
• Creating social media visual guidelines reflecting colour palettes, social media identity and tone of voice
• Creating fresh, engaging content optimised for the luxury segment for the digital team at Experience Oman to ensure goals are