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ASIA-PACIFIC – SINGAPORE, OCTOBER 20, 2010 – The Brand Union Singapore has been appointed by Pan Pacific Hotels Group, one of Asia’s most established hotel and property companies, to handle the brand rejuvenation for its two brands: Pan Pacific Hotels and Resorts and PARKROYAL Hotels & Resorts. The win was awarded without a pitch.
The WPP brand and design agency has been tasked to update the brand identity, guidelines, communication and internal brand engagement to create the new visual and verbal languages for both brands. The new brand language is being applied to several forms of communication and will be launched early 2011.
Comments Kevin Croley, Senior Vice President Marketing & Sales, Pan Pacific Hotels Group, on the appointment: “The Brand Union grasped at the outset what we were looking to achieve and they displayed a very clear understanding of the best way for us to approach it. This became even more evident in their early concept presentations to us, where only minor refinements were required to bring us to where we are currently. With two distinct hotel brands within the Pan Pacific Hotels Group, we needed to differentiate not only our own brands from each other but also from our competitors.”
Says Graham Hitchmough, Managing Director, The Brand Union Singapore: “This was an exciting project that is proving to be an engaging experience into the business of hospitality. Pan Pacific Hotels Group has a clear vision and strong team behind it to elevate their brands to a new level and The Brand Union is extremely proud to be a part of this team bringing both brands to life.”
