Mandarin Oriental Group: WeChat magazine

WeChat magazine experience for the sophisticated mainland Chinese traveller

A new content platform

City guides, new hotel openings, beautiful properties, celebrity profiles - created by Cedar London, the MO Magazine, available both in print and as a content hub online, brought the latest Mandarin Oriental news to travelers worldwide. But, as travel picked up in 2021, it was time to bring MO Magazine into another digital world – and into WeChat for an affluent mainland Chinese audience. And Cedar Hong Kong took up the challenge to do so.

Giving travel a local twist

Consisting of both existing MO Magazine stories and bespoke new features, we localised our content to fit our new readers’ needs in the new WeChat MO Magazine. Gorgeous properties, wellness tips, star restaurants and beautiful global locations are showcased through visual storytelling in our interactive magazine, published only in Simplified Chinese.

Interactive, immersive luxury storytelling

HTML5 on mobile devices allowed us to not only localise our stories through text, but to bring them to life using advanced capabilities such as interactivity, animation, music and GIFs. In partnership with a technical build agency, our final design encapsulates the Mandarin Oriental brand: elegant, stylish, classic. The immersive WeChat MO Magazine brings our readers to their dream destinations without ever leaving home – and when they do, they’ll know exactly where to go.

 

‘I am a huge "Fan" of the entire Cedar team, who work with us on our print, digital and audio content along with social media strategy. Our latest collaboration on Mandarin Oriental’s inaugural WeChat-first magazine format has been extremely well-received by our guests with Simplified Chinese language preference across the globe. Communication is more important than ever at this time, and MO Magazine China has been an exciting new platform through which we are able to connect with our guests. Cedar’s management of the project has been exceptional, demonstrating world-class creativity, clever integration of animation and strategic delivery of dynamic content that has truly hit the mark.’

Shevaun Leach, VP Marketing Communications, Mandarin Oriental Hotel Group