Pan Pacific Hotels Group has embarked on a major redefining of its brand identity. Following a period of research garnering the opinions of customers in Australia, China, North America and Singapore, the company has revealed its plans for the reinterpretation of its Pan Pacific and PARKROYAL brands.
Pan Pacific will attempt to redefine itself as “discreet elegance, personalised and uncomplicated service”, according to the company. A new brand strapline, ‘Your refreshing Pacific experience’ is intended to reflect the culture, geography, design and heritage of the Pacific Rim region. It will also focus on Pacific cuisine.
PARKROYAL meanwhile, is intended to be “efficient, comfortable and supportive”. The new slogan, ‘Your Trusted Local Companion’ is reflective of the service focus of the new branding, while the so-called brand pillars – ‘modern comfort’, ‘local connection’, and ‘always there’ – drive home the messages of locality and convenience. The company stated that PARKROYAL hotels intend of offer “a truly local experience”.
A Patrick Imbardelli, President & CEO 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.”
Starting this month, Pan Pacific will be rolling out a series of advertising campaigns across different media platforms, including local and regional print titles, in-flight channels, and online sites.
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