Target:
Raffles hotel guests

Client Objectives:

• Provide its guests with a high-quality magazine guestroom magazine to reflect the upscale reputation of Raffles Hotels & Resorts
• Make the brand portable by guests taking the magazine home with them
• Improve the existing publication

Execution:
Fables magazine was already being published by a local firm since 2003; however the client needed a publisher with a greater international presence to bring more advertisers that reflect the brands globally expanding reach and improve the production and design. Fables magazine is distributed in Raffles’ guest rooms, suites, spas, and restaurants throughout Asia, the Middle East, the Americas, and other locations around the world.

Since assuming the publishing role, Raffles’ expectations for improvement in production and design quality have been exceeded. Guests have responded extremely well to the publication because of its superbly illustrated pages, featuring in-depth and engaging articles on a wide range of subjects, including travel, dining, fashion, shopping, business and finance, art, and culture.