|Pan Pacific Hotels refreshes brands.|
Monday, 21st November 2011
Source : Pan Pacific Hotels Group
Pan Pacific Hotels Group today unveiled refreshed interpretations for its Pan Pacific and PARKROYAL portfolio of hotels, resorts and serviced suites following a robust review of the brands anchored by customer insights research in key markets.
The refreshed brands are part of an evolution journey, which sees the Group refining and injecting vibrancy to the rich heritage and strengths of Pan Pacific and PARKROYAL, making deeper connections with guests and priming the Group for growth through its strong brands.
A. Patrick Imbardelli, President and Chief Executive Officer of Pan Pacific Hotels Group, said: "Brands today must connect with consumers. We spoke to guests in key markets to find out what they liked and wanted, and are excited to be unveiling refreshed brands for Pan Pacific and PARKROYAL, which will create deeper connections with the people that matter most to us – our guests, customers and associates. The refreshed brands bring to life our unique propositions and we invite guests to experience our revitalised brand promise."
Placing guests at the centre of all that it does, the Group's refreshed brands are thus inspired by today's travellers and their needs and expectations. Working with leading brand consultancy Interbrand, a comprehensive and robust review of the brands was conducted to evaluate, refine and crystallise the core brand propositions for Pan Pacific and PARKROYAL, including customer insights research with hundreds of consumers in Australia, China, North America and Singapore.
Drawing upon customer insights and research, the clearly articulated, unique and compelling refreshed brands will enhance brand association and delivery, and create greater distinction of the two brands to boost mindshare and the Group's competitive advantage.
Refreshed propositions and identities
The discreet elegance, personalised and uncomplicated service, and commitment to quality that guests at Pan Pacific appreciate are embodied by the refreshed brand promise, "Your refreshing Pacific experience". This is a reflection of the Pacific Touch, a sensory expression of the unique culture, geography, design and heritage of the Pacific Rim that is connected by an unmistakable feeling of light and a sense of space and calm.
The delivery of the brand promise is guided by elements of providing the Pacific Ocean Blend, Relevant Choices and Enriching Experiences – and will be delivered through guest touch points such as engaging and innovative interpretations of the Pacific cuisine from coast to coast.
Understanding that guests enjoy the efficient, comfortable and supportive environment that PARKROYAL provides for the discovery of new places, the refreshed brand is characterised by the commitment to serve as "Your Trusted Local Companion". The brand pillars – Modern Comfort, Local Connection, and Always There – underscore the confidence that guests have in PARKROYAL's associates in providing the best local knowledge and connections, as well as a welcoming setting where they can explore their surroundings. For example, each PARKROYAL hotel will offer a truly local experience through guest touch points that embrace the spirit of individuality and demonstrate knowledge and passion for the destination.
"The refreshed Pan Pacific and PARKROYAL propositions also allow us to achieve strategic objectives of strengthening our brands and ensuring consistency across our portfolio. At the same time, we have consciously chosen not to adopt a cookie-cutter approach. We know that our guests value unique and enriched experiences, and have thus allowed for flexibility in local application," added Imbardelli.
Communicating the refreshed brands with rollout of advertising campaign this month
Consistent visual and verbal brand identities have been introduced across the portfolio of over 30 properties under the two brands. The Group worked with leading branding specialists The Brand Union on refinements to the Pan Pacific and PARKROYAL brand logos, websites and marketing collateral.
Starting this month, consumers will see the advertising campaign across different media platforms, including advertisements in top-tier local and regional print titles, in-flight channels, and online sites.
The Pan Pacific campaign, with the tagline "Embrace the Pacific", highlights the sensory voyage of embracing the Pacific through the use of refreshing imagery and emotive words to showcase the diversity of the Pacific and the sense of space and calm.
The PARKROYAL campaign, with the tagline "FOUND BY PARKROYAL DISCOVERED BY YOU", emphasises the spirit and individuality of destinations, such as local cuisines or outdoor activities, conveying the promise that PARKROYAL serves as local connections to help guests uncover hidden gems in both familiar and unfamiliar locations.
The Group has five new properties in the pipeline, all of which will be the first hotels to feature all aspects of the refreshed brands. These are Pan Pacific Ningbo and Pan Pacific Serviced Suites Ningbo in China; PARKROYAL on Pickering in Singapore; and PARKROYAL Serviced Suites Green City, Shanghai, which are opening in 2012, as well as PARKROYAL Taihu Resort, Suzhou in China in 2014.