The local-based agency received the account, estimated at US$300,000 in the first year, following a two-way pitch. PHD will continue handling media duties.
Parkroyal has five properties in Southeast Asia - Singapore, Malaysia and Myanmar - but plans to expand its hospitality management service and ownership further abroad, according to Gosh CEO Theodore Choo.
“For us, the biggest challenge for the brand is making sure that the client, and the service infrastructure, can live up to its promise,” said Choo. “The opportunity of growing a home-grown brand is always challenging but we have a sophisticated client that understands the need of brands in its business model.”
Parkroyal Hotel is part of the regional Hotel Plaza Limited network, which includes mid-range business hotels such as the Crowne Plaza and Sofitel.
The appointment comes at a time when Singapore hopes to attract 10.2 million tourists this year, up five per cent on the record 9.7 million in 2006.
.jpg&h=268&w=401&q=100&v=20170226&c=1)
.jpg&h=268&w=401&q=100&v=20170226&c=1)