Pan Pacific Hotels Group rolls out new advertising for its Australian hotels
Sydney, 7 August 2012 – Pan Pacific Hotels Group has unveiled a new advertising campaign for its Australian portfolio, comprising hotels under the Pan Pacific and PARKROYAL brands.
This is the first time the Group has launched a national advertising campaign around its Australian portfolio since it entered the country in 2010 with the launch of PARKROYAL Darling Harbour, Sydney and PARKROYAL Parramatta. The Group then introduced its Pan Pacific brand with Pan Pacific Perth the following year. In April 2011, Pan Pacific Hotels Group expanded its portfolio and commitment to this key growth market with the acquisition of the Melbourne Airport Hotel which it rebranded PARKROYAL Melbourne Airport.
Over the next four months, consumers will be able to see new advertising for all four Australian hotels on print, online and inflight channels. Through these platforms, the creatives will be viewed by more than 7.5 million consumers. The advertising creatives follow from the refreshed propositions and new visual and verbal identities for the Pan Pacific and PARKROYAL brands that were introduced in September last year.
Reinforcing the brand message through a national ad campaign
PARKROYAL Hotels & Resorts: Your Local Connection
Reflecting PARKROYAL’s brand promise, the advertising creative for PARKROYAL Parramatta (pictured below) – which runs until October – draws from the hotel’s location and references local gems such as the bustling Church Street and the Parramatta Rivercat ferry. At the same time, PARKROYAL people – the all-important local connection between guests and the destination – are also showcased in each advertising creative.
Advertising for PARKROYAL Melbourne Airport and PARKROYAL Darling Harbour, Sydney, will also run in top publications, inflight and online channels over the next months.
Pan Pacific Hotels and Resorts: Embrace the Pacific
In line with Pan Pacific Hotels and Resorts’ refreshed proposition, the Pan Pacific Perth advertising creative (pictured below) features the brand’s promise of providing enriching experiences designed to refresh and inspire guests and consumers. The ‘Pan Pacific Perth - A hotel stay like no other’ creative has been running since June and will be showcased in The Sun Herald – Travel, Sunday Telegraph – Escape, inflight advertising on Qantas and Virgin Australia, and online platforms such as TripAdvisor.com, TigerAirways.com, Facebook and Fairfax Digital.
Improving the guest experience with hotel enhancements
At the same time, Pan Pacific Hotels Group is focused on enhancing the guest experience in its Australian hotels.
PARKROYAL Darling Harbour, Sydney is currently undergoing a multi-million dollar refurbishment. When completed later this year, guests will be welcomed by refreshed guest rooms, meeting and events spaces as well as the club lounge, lobby, restaurant and bars.
Meanwhile, PARKROYAL Parramatta recently emerged from an AUD8mil refurbishment with enhanced rooms, and a complete re-design of the hotel’s restaurant, bar, lobby and pre-function areas, including the 120 capacity Marsden Room, now a favourite meeting and event space.
“We hope that through our advertising campaign, refreshed hotels, and most importantly our standards of service and hospitality, we are able to reinforce with our guests the unique experiences, emotions and care that they can expect when they stay at a PARKROYAL or a Pan Pacific hotel,” said Craig Bond, the Group’s Area General Manager – Oceania.
“Pan Pacific guests will come away from their stays feeling refreshed, enriched and inspired; PARKROYAL guests will have, in our PARKROYAL people, the best knowledge and insider tips, enabling them to comfortably explore and enjoy the city.”
The Oceania region continues to be a key growth market for Pan Pacific Hotels Group. Its growth strategy in this region includes extending the Pan Pacific portfolio to hotels and resorts in Melbourne, Gold Coast and Queensland and Auckland in New Zealand and the PARKROYAL portfolio in Brisbane, Perth, Adelaide, Cairns, Gold Coast and other parts of Queensland.
About Pan Pacific Hotels Group
Pan Pacific Hotels Group is a wholly-owned hotel subsidiary of Singapore-listed UOL Group Limited, one of Asia’s most established hotel and property companies with an outstanding portfolio of investment and development properties. Based in Singapore, Pan Pacific Hotels Group owns and/or manages over 30 hotels, resorts and serviced suites with over 10,000 rooms including those under development in Asia, Oceania and North America The Group comprises two acclaimed brands: Pan Pacific® and PARKROYAL®.
Pan Pacific® provides refreshing Pacific experiences inspired by an invigorating blend of its Pacific Rim locations. It is focused on enriching experiences that draw on a diversity of landscapes and cultures; and relevant choices that convey freedom and individuality. PARKROYAL® is a collection of comfortable leisure and business hotels and resorts located in the heart of cities and interesting locales across Asia Pacific. Each PARKROYAL reflects the spirit and individuality of its locations through creative touches, authentic tastes and local connections. For more information, visit pphg.com.
|Pan Pacific Hotels Group
Chan Hse May
Director, Corporate Communications
DID: (65) 6808 1265
Fax: (65) 6821 8001