Pan Pacific and Parkroyal get brand facelift

THE PAN Pacific Hotels Group has introduced refreshed interpretations for its Pan Pacific- and Parkroyal-branded hotels, resorts and serviced suites.

Pan Pacific will adopt the brand slogan Your refreshing Pacific experience, a reflection of the Pacific Touch, a sensory expression of the culture, geography, design and heritage of the Pacific Rim.

Parkroyal will be characterised by the expression Your Trusted Local Companion, which is based on the brand pillars – Modern Comfort, Local Connection, and Always There.

The move follows a review of the brands through consumer insights research in the Pan Pacific group’s key markets of Australia, China, North America and Singapore.

Patrick Imbardelli, president and 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 group is hoping the revamp will enhance brand association and delivery, resulting in greater distinction of the two brands to boost mindshare and competitive advantage.

An advertising campaign will be rolled out this month through local and regional print titles, in-flight channels, and online sites, featuring refined visual and verbal brand identities including logos, websites and marketing collateral, across the group’s portfolio of over 30 properties under the two brands.

The Pan Pacific campaign has adopted the tagline Embrace the Pacific, while the Parkroyal campaign has taken on the tagline Found by Parkroyal discovered by you.

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