CASE STUDY /

MO Bar

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The Brief

Mandarin Oriental, Singapore opened MO BAR in the former Axis Bar & Lounge space, with a soft open during F1 weekend and formal opening in November. Inspired by nomadic “people of the Sea,” MO BAR’s menu features 14 signature cocktails integrating regional ingredients, unique serving vessels and progressive techniques.

The Strategy

During the soft opening phase, Accela hosted a series of tastings for key members of the media, taking them on a journey through the venue and cocktail menu, stopping at different stations throughout the space to mimic the narrative of the menu. Accela hosted small groups of 4 – 6 media and influencers throughout October and November, coordinating a formal launch event in November to welcome media, consumers and VIPs to the space.

The Results

Over the three-month launch campaign, Accela secured more than 5.3 billion media impressions, achieving a PR value of S$670,980. Highlights included placements in consumer placements including The Straits Times, Time Out Singapore and The Peak, as well as trade publications such as Drinks World, The Spirits Business and Asia Bars & Restaurants.