Mandarin preps for NYC opening

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[New York] Mandarin Oriental and agency M&C Saatchi are adding a New York touch to the luxury Asian hotel chain's international branding campaign (which always features a celebrity and a fan) for the opening of the first Mandarin Oriental in New York. Print ads that say "I [fan] New York" will break this fall in The New York Times, Variety, Travel & Leisure, Hamptons Magazine and other titles before the hotel's December opening in the new AOL Time Warner building. A new international ad breaking at the same time will feature Isabella Rossellini against a New York backdrop. The Mandarin Oriental, with U.S. hotels in Miami, San Francisco and Hawaii, will open next in Washington and Boston.
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