Case Studies
RAFFLES LONDON AT THE OWO
Raffles London at The OWO
Opened in September 2023, Raffles London at The OWO is a luxury five-star hotel located at one of the most prestigious addresses in London. The 120 spacious rooms and suites offer an experience of refined contemporary elegance and beauty, uniquely enhanced by their
historical features and the remarkable essence
of the location.
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Website: 
The Brief
To announce the grand opening of Raffles London at The OWO to the mainland Chinese and Hong Kong market, and to attract HNW UK-based Chinese and Chinese travellers to stay and dine at the hotel.
The Challenge
While Raffles is a well-established brand in Singapore and the UK, its brand awareness in China was relatively limited. Given the hotel's extensive history and heritage, we needed to convey the right messages to the right audiences.
The Strategy
Since we started working for The OWO Residences by Raffles in 2021, we have a solid understanding and knowledge of The OWO. Through extensive strategic planning, we selected the most suitable angle for the Chinese market including focusing on the building’s extensive history, its links to Winston Churchill, and its association with the James Bond series. We highlighted the craftsmanship and the impressive transformation over the past 8 years through effective media relations and influencer marketing.
The Impact
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In less than 3 months we secured over 15 high-quality media articles (both print and online) for Raffles London at The OWO. These articles were featured in leading Chinese media outlets, including Marie Claire China, GQ China, Harper’s Bazaar China, Designwire and many more
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This extensive coverage reached over 5 million Chinese readers globally
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We have carefully selected over 20 high-quality UK-based Chinese influencers to experience Raffles London at The OWO, generating over 30 positive posts on Little Red Book and attracting over 50 organic posts
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Through our effective influencer marketing, Raffles London at
The OWO has become a hotspot among the HNW Chinese community in London. For one of its restaurants, Mauro Colagreco, young affluent Chinese people are one of the key groups of diners.