The article can be found at: The Adoi Magazine.
As we all known, probable, Vanessa-Mae is fan of the Mandarin Hotel Group as well, and she acts in the campaign, see the promo below.
The list of all fans can be seen at Fans of the Mandarin Hotels. Click the photo of Vanessa-Mae to see the latest promo with her.
Besides this promo, and the one that I show above, is at least one more promo with our beloved Vanessa-Mae. I will show that one too later (have to scan it first!).
In return for being a fan, the Mandarin Hotel group spends money to a charity of choice of the fan. For Vanessa-Mae, Mandarin endorses The RSPCA - The Royal Society for the Prevention of Cruelty to Animals.
Anyway, the article describe how the fame of celebrities can be used to promote a brand, and what are the conditions to make it a successful collaboration. They mention three aspects and Vanessa-Mae certainly fulfills these beyond any doubt. These aspects are as follows:
Attractiveness of the celebrity
Credibility of the celebrity
Meaning transfer between the celebrity and the brand
Read the article to find out the meaning of these terms.
