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MEDIA & MARKETING | Staff Reporter, Hong Kong

MullenLowe Profero bags Advertising award at the 2017 Hong Kong Business International Business Awards

The firm was recognised for its work on The Peninsula Hotels’ Festive Campaign.

MullenLowe Profero has been recognised with the Advertising award at the Hong Kong Business International Business Awards 2017 for its commendable execution of The Peninsula Hotels’ Festive Campaign. The holiday effort from the multipronged, digital transformation agency allowed The Peninsula Hotels to stand out in the increasingly competitive luxury hotel industry, as well as boost its corporate social responsibility advocacy.

The Festive Campaign achieved all of MullenLowe Profero’s objectives —increasing brand awareness, driving traffic and revenue, and providing a unified digital experience across The Peninsula Hotel’s 10 properties. The unique seasonal traditions of each hotel property were showcased through an online interactive platform, each translated into eight languages to maximise reach. Along with the use of social media, paid search and digital banners were created to encourage conversations, impressions, and online bookings.

Moreover, they partnered with Papinee, an Art-toy collective, to roll out limited edition handmade collectibles of SnowPage, The Peninsula Hotel’s “Ambassador of Cheer.” The proceeds from the rare plush dolls were donated to the Make-A-Wish Foundation.

The results speak for themselves. The Peninsula Hotels experienced a 24% increase in traffic to their online website and 29% growth in dinner reservations. More importantly, the campaign raised $150,000 for the Make-A-Wish Foundation, proving again that at its core, the holidays is all about the spirit of giving.

MullenLowe Profero’s Festive Campaign reframed the image of The Peninsula Hotels from just “a hotel you can stay in” to “an experience you can give this festive season.”

For more information, contact Oliver Budgen at +65 84021789 or at You may also visit or follow MullenLowe Profero on Twitter @MLProfero and on

The HKB International Business Awards was held on July 25, 2017 at the Island Shangri-La Hong Kong.

Check out the event photos during the awards night here.

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