The Brand Union to rejuvenate Pan Pacific Hotels Group brand

The win, which is believed to have been awarded without a pitch, will see The Brand Union create a new visual and verbal languages for Pan Pacific Hotels and Resorts, and Parkroyal Hotels and Resorts.

The project will encompass 33 properties across Asia and North America, starting with two new Parkroyal hotels opening in Australia this year.

The two brands will don different brand identities, alongside separate brand guidelines, communication and internal brand engagement.

The agency will position Pan Pacific on being a brand developed along the Pacific Rim and incorporate both the invigorating and relaxing aspects of the Pacific heritage to heighten the guest experience.

For Parkroyal, the visual and verbal language of the brand will be an expression of the local knowledge, insight and authenticity that each of the various locations adds to the overall experience.

Commenting on the appointment, Graham Hitchmough, managing director of The Brand Union Singapore said, “Both Pan Pacific and Parkroyal hotels, serviced suites and resorts have unique and compelling stories to tell."

He said that the agency's role with both brands will be to interpret these stories and the brand promise in a way that will deliver a distinctive and consistent experience across the respective properties.

Kevin Croley, senior vice president for marketing and sales at Pan Pacific Hotels Group, said, "The Brand Union displayed a very clear understanding of the best way for the group to achieve their goals. The team’s creativity was exactly what was needed to refresh and rejuvenate their two brands."