Mama Shelter picks new regional PR partner ahead of Singapore debut

Mama Shelter has appointed The MC Collective as its regional public relations partner as it prepares to open its first Asia property in September 2025.

The MC Collective will handle media relations, key opinion leader (KOL) marketing, and strategic partnerships for Mama Shelter Singapore, both locally and across the wider region.

The new Mama Shelter hotel will be located on Killiney Road, positioning itself as a bold blend of art, attitude, and hospitality within Orchard Road’s evolving scene. Founded in Paris in 2008 by Serge Trigano and his sons Jérémie and Benjamin, Mama Shelter is known for its eclectic, vibrant hotels that prioritise local culture, creativity, and a laid-back, “come-as-you-are” vibe.

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Mama Shelter operates 19 properties across nine countries and 14 cities. For its Singapore debut, the brand plans to replicate its signature neighbourhood-hangout vibe, featuring colourful interiors, home-style dining, rooftop events, and an atmosphere designed to feel more like a house party than a traditional hotel lobby.

According to Mama Shelter, The MC Collective was chosen for its understanding of the brand's tone of voice and spirit. "Our Singapore launch marks a huge leap in the brand’s global growth, and we needed the right partner for the job. The MC Collective team brought a vibrant mix of strategy, creativity and that special spark that made them feel instantly part of the Mama gang. We can’t wait to open our doors – everyone’s invited," said Xavier Pougnard, general manager, Mama Shelter Singapore.

To build buzz around its launch, Mama Shelter and The MC Collective will be releasing a campaign leaning into community-first energy with a curated slate of Singaporean and regional KOLs. “These are creators who bring people together through food, music, and design. They share Mama’s inclusive spirit and love of connection. They’re colourful, open-minded, and always up for a good time. This campaign isn’t about mass awareness. It’s about building curiosity and belonging through authentic engagement," Eliza Marriott-Smalley, founder of The MC Collective told MARKETING-INTERACTIVE. 

The MC Collective is also tapping into what makes Singapore tick: a culturally diverse, brand-savvy audience hungry for fresh experiences. “We’re taking a hyper-local, highly creative approach to launching Mama Shelter Singapore,” she said. “We’re honing in on Singapore's love of design, food, music and play to build organic buzz. The goal is to make Mama feel like part of the neighbourhood before the doors even open.”

Beyond Singapore, the rollout is being supported by a lean regional team with feet on the ground in Singapore, Australia, and Indonesia, as well as partners across Southeast Asia.

“The MC Collective delivers big-agency impact with boutique heart and flexibility at our core. We’ll also leverage strategic partnerships to bring regional voices to experience Mama Shelter first-hand and amplify the brand in their own, authentic way," said Marriott-Smalley.

In tandem, Mama Shelter Singapore will be offering rooms from SG$190++ per night, inclusive of breakfast for two guests. The launch offer is available for bookings made before 31 August, for stays between 23 September 2025 and 28 February 2026, subject to blackout dates and availability. A secret booking code is now live on Mama Shelter Singapore's Instagram page, giving followers access to a special social-only perk.

Elsewhere in the industry, Geneco has called a pitch for its social media and public relations accounts as it gears up for the next phase of brand growth in Singapore. Incumbents PRecious Communications (PR) and The M Makers (social) will defend their respective accounts. The appointments will be for a one-year term, with the option to extend.

Meanwhile, the Singapore Tourism Board (STB) is seeking a PR agency in Hong Kong to handle public relations and digital/social marketing for a 24-month period, with an option to renew for up to 36 months. The agency will be tasked with building awareness and advocacy for Singapore as a leisure and BTMICE destination under the “Passion Made Possible” brand.

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