Pan Pacific Hotels Group, Singapore, has unveiled refreshed brand interpretations for its more than 30 Pan Pacific and Parkroyal portfolio of hotels, resorts and serviced suites.
Working with brand consultancy Interbrand, Pan Pacific conducted research with hundreds of consumers in Australia, China, North America and Singapore in an effort to evaluate and refine the core brand propositions for both Pan Pacific and Parkroyal.
“Your refreshing Pacific experience” is Pan Pacific’s refreshed brand promise and will be delivered through guest touch points such as innovative interpretations of Pacific cuisine from coast to coast.
Parkroyal’s refreshed brand promise is characterized by a commitment to serve as “Your Trusted Loyal Companion” and is centered around the brand pillars of Modern Comfort, Local Connection and Always There.
An advertising campaign in top-tier local and regional print titles, in-flight channels and online sites will communicate the new identities to consumers.
“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,” said A. Patrick Imbardelli, president and CEO of Pan Pacific Hotels Group. “We know that our guests value unique and enriched experiences, and have thus allowed for flexibility in local application.”
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. The properties are Pan Pacific Ningbo and Pan Pacific Serviced Suites Ningbo in China, Parkroyal on Pickering in Singapore, Parkroyal Serviced Suites Green City, Shanghai, and Parkroyal Taihu Resort, Suzhou in China.