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


We performed an initial audit of the existing MO Jumeira social media, followed by a benchmarking exercise to analyze the social media marketing 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 hotel 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.



Contemporary Japanese Steakhouse from acclaimed chef Ross Shonhan with its dramatic Kabuki décor, bold flavours and flames from its Warayaki (straw fire) style cooking, Netsu dares diners to fire up their lives. “#Flame it up” became our tagline and a rallying call to step outside your comfort zone, and try new tastes and experiences. The visual and verbal tone for the brand was strong and provocative and we carried this daring persona through to create a set of thorough social media guidelines, including the creation of Kabuki characters that highlighted different aspects of the restaurant from the atmosphere to the interiors.



An exciting new concept from culinary genius José Avillez serving genuine Portuguese cuisine bursting with character and flavour, Netsu also offers a complementary wine list boasting the largest selection of Portuguese wines in Dubai.


characters created for Mandarin Oriental Jumeira social media


Restaurant photography for Mandarin Oriental Jumeira
hotel photography for social media campaign for Mandarin Oriental Jumeira
food photography for Mandarin Oriental Jumeira restaurants
Social media strategy for Mandarin Oriental Jumeira hotel in Dubai