ASIA-PACIFIC – SINGAPORE, NOVEMBER 12, 2010 – Singapore-based luxury hotel chain MeritusHotels & Resorts has assigned creative agency iris to create a global campaign to relaunch the brand following a competitive pitch. The campaign calls for a re-positioning of the brand, offering the best in traditional Asian hospitality and the best in modern luxury accommodation. An upcoming regional print campaign targets savvy business and leisure travellers.
“As Meritus grows the brand with more properties in Asia Pacific and Europe, we want to be continuously recognised as the leading Asian luxury hotel group synonymous with genuine Asian hospitality. iris’ campaign stood out because it delivered a compelling message whilst supporting our brand strategy, which is just what we needed,” said Janice Azupardo, regional VP, Branding & Communications, Meritus Hotels & Resorts.
Craig Mapleston, managing director of iris Singapore, said: “It’s exciting to be working with a proud Asian brand that’s taking on the world. We’re thrilled to be shaping the refreshed Meritus brand and bringing that to life through this global campaign.”
iris’ 60-strong Asia-Pacific hub in Singapore works with global blue-chip brands including Diageo, Unilever, Tiger, Heineken, Sony Ericsson and Red Bull. The agency recently handled the launch of the Audi A8, as well as global brand campaigns for DKNY Jeans and Johnnie Walker Black Label.
