Michele Mitschiener

Founder of the bespoke Integrated Marketing Communications consultancy which employs an arsenal of Marketing tools from Content Development, Storytelling, Editorial Writing,Thought Leadership Marketing, Digital Marketing, Contract Publishing, Public Relations, Event Marketing, Web Content Development, Social Media Marketing and Brand Management. Currently representing a powerhouse collective of thought leaders, award winning speakers, brand ambassadors and global influencers for events, product launches and enrichment campaigns. Clients include the New York Times, Pernod Ricard to Tatler and bespoke luxury start-ups from Hong Kong, Singapore to LA.

• Based in the Corporate Headquarters wherein my coverage is regional Product Development in Marketing for various cruise markets in China, Hong Kong, Singapore and Taiwan. Each cruise ship (World Dream and Genting Dream) offering a guest capacity of 1,700 keys, 35 F&B concepts and world class entertainment experiences. Developed and implemented distinct and luxury initiatives in Product Development, Brand Marketing, Digital Content and Social Media Marketing, Thought Leadership Marketing and Enrichment programs with results driven campaigns for two cruise brands which were operated as integrated resorts at sea. Negotiated cost effective and impactful influencer campaigns. • Designed strategic directions and brand plans for seasonal campaigns and partnering with cross functional and regional teams to deliver an integrated consumer journey. • Building strategic partnerships with luxury media outlets and KOLs to create brand awareness, content and conceptualizing niche cruise programmes. • Created diversified product assets such as Ageless Dreamers the first-ever bespoke program for senior citizens. Supported Casino Marketing with luxury /fashion events, world class speakers /programmes and celebrity gurus. • Launched the Vitamin Sea & Dream concept, an integrated wellness programme for cruise ships in Hong Kong, Singapore and Taiwan during the pandemic. Activated the highest revenue earning Oktoberfest in HK and Singapore. • Leverage existing relationships and develop new partnerships to provide compelling content for specific enrichment program categories, such as: acclaimed chef programmes, guest speaker series, festival concepts, retail partners, health experts, etc. • Spearheaded the development, implementation, management and evaluation of unique and innovative cruise products/programs together with external partners, hotel operations, F&B, retail, entertainment, marketing and sales teams.

• Established the Enrichment division when Dream Cruises was launched as Asia's first luxury cruise brand and aligned via affinity marketing the engagement of key thought leaders and activations of bespoke programmes such as the launch of the Astronaut Academy with NASA Astronaut Dr.Leroy Chiao and the renowned Mermaid Academy at Sea. Created the “Connoisseurs Circle” a luxury bespoke programme for the Palace guests (All suite luxe enclave on every Dream Cruise vessel) who were mostly the top gaming clientele. • The Enrichment programmes are designed to broaden the passenger experience from the cultural, arts, lifestyle and educational platforms which is also aligns with the Dream Cruises Brand DNA and delivers the brand story and content for Digital Marketing. • Creating and writing the narratives on the headline events while leveraging the brands' DNA that reinforces the values set in the PR and Marketing Communications matrix of Dream Cruises and Star Cruises.

Located in Hong Kong, a bespoke Integrated Marketing Communications consultancy which employs an arsenal of communication tools from Contract Publishing, Public Relations, Event Marketing, Web Content Development, Editorial Writing, Digital Marketing, Social Media Marketing and Brand Management. Clients range from Marco Polo Hongkong Hotel, Gateway Hotel (HK), Prince Hotel (HK), Sassy Media, General Electric Holiday Lighting/Nicolas Holiday to content developer for Hong Kong based ad agencies. Publisher and Managing Editor of the Marco Polo Hotels Magazine. Published in a quarterly basis in a bilingual glossy format of English and Chinese with a readership of 195,000. Distributed in the 13 landmark hotels of Marco Polo in Hong Kong, China and the Philippines. Advertising Sales are also being handled by Milestone Communications.

Writing and editing for online media and magazines. Creative consultant for lifestyle media content in Las Vegas and Los Angeles. Contributing Editor of Bagus magazine, a lifestyle magazine in Brunei with a circulation of 60,000 which was distributed in conjunction with the Borneo Bulletin, the country's leading English language newspaper.

Owned and managed a Publishing and Marketing company which offered creative services from Contract Publishing, Public Relations, Advertising, Event Marketing to Graphic Design. Major client was the largest retail and entertainment complex in Bahrain. My company published, designed, wrote and managed the very first lifestyle magazine dubbed "Seef Spotlight". Responsible for the editorial content, graphic design,advertising sales and circulation of this quarterly and bilingual magazine. Tasked to be the Managing Editor and wrote key feature articles in every issue from travel stories, fashion and restaurant reviews to interviews with artists and industry leaders.

Responsible for the marketing of this 245 room luxury beachfront resort and spa. Maximized mixed media channels and spearheaded the advertising and public relations activities of the hotel Worked closely with the Directors of F&B and Sales for all their marketing needs. The hotel has been rebranded to a Ritz Carlton.

Instrumental in the opening marketing campaign of the 600 room Jumeirah Beach Hotel, the very first property of Jumeirah International. Developed the Opening Marketing Communications Plan which launched the hotel to its various markets. Involved in the pre-opening marketing communications plan for the Burj Al Arab and the opening of the Wild Wadi Waterpark. Managed the advertising plans and budgets for creative services and media buys. Organised all the pre-opening and opening press and media coverage for the first three properties of Jumeirah International. Directed the development of the hotel's website, corporate video, CD Rom presentation and all print collateral. Spearheaded the marketing of the 18 F&B outlets and the print production of the entire operation from menus to promotional collateral. Managed the in-house art department and supervised all third party agencies and printers. Worked closely with the Sales team in creating Direct Marketing concepts and packages for Online marketing.

Introduced the 450 room luxury resort to its key international markets by developing the pre-opening and opening marketing communications plan. Appointed as a key member of the pre-opening team by Hyatt International to implement the corporate brand and graphic standards to all hotel applications. Developed the advertising plans annually and managed the ad budgets for the international and local media. Designed and wrote the content material for the hotel's web pages and multimedia marketing tools. Wrote press releases and did all the copywriting for the promotional collateral for F&B and room packages. Managed the entire print production from sales collaterals, in-room items to F&B menus. Responsible for the operation of the in-house advertising agency facility.

Recently completed the "Story" course by Hollywood guru Robert McKee at the Loyola Marymount University in Los Angeles. Worked in worldclass hotels from the Jumeirah Beach Hotel in Dubai where I did the marketing for its opening along with its adjacent water park Wild Wadi. Responsible for the pre-opening and opening marketing of the Hyatt Regency Guam. Worked as the Director of Marketing for the Le Meridien in Bahrain which is now a Ritz Carlton Worked as a Publisher and Editor of a Lifestyle Magazine in the Middle East and currently in Hong Kong.