Pan Pacific Hotels Group hands creative agency mandate to local SG boutique firm

Pan Pacific Hotels Group has appointed creative agency Bread Butter Bacon as its agency of record following a pitch held in August 2022.

Under the two-year partnership, Bread Butter Bacon will oversee creative duties focusing on social media across Pan Pacific's portfolio of close to 50 hotels, resorts and serviced suites across 30 cities covering its three brands – “Pan Pacific”, PARKROYAL COLLECTION and PARKROYAL.

Bread Butter Bacon will also work with Pan Pacific Hotels Group on property opening campaigns as the hotel group expands its global footprint across 10 key gateway cities in prime locations. The partnership commenced in Q4 2022 with a regional social media branding campaign for PARKROYAL Hotels and Resorts titled “#Surroundedbythebest”.

Tan Hsu Ching, vice president, digital and loyalty marketing, Pan Pacific Hotels Group, said: “It is an exhilarating time for Pan Pacific Hotels Group as we expand our footprints in key gateway cities, as countries ease border restrictions and look to have travel be ‘almost like before COVID-19’. Together with Bread Butter Bacon, we look to connect our guests with new destinations via creative means through digital platforms in 2023.”

Sharlyn Choo, manager, digital marketing, Pan Pacific Hotels Group also expressed that the social team is excited to work with Bread Butter Bacon as their agency of record. “We saw how Bread Butter Bacon was able to grasp the latest positioning of PARKROYAL Hotels and Resorts through creative communications in their campaign proposal together with a well-thought-out media plan. Having creativity as one of the group’s core values, it is important that we create communication that transpire creativity and inspire our audience.” 

“We are honoured to establish a partnership with a renowned hospitality brand such as Pan Pacific Hotels Group. With the further ease of travel restrictions and the rise of post-pandemic travel trends, we are absolutely thrilled to work with the group to discover new ways to engage audiences, digitally and beyond," said Kay Siow Wei, digital director at Bread Butter Bacon.

Previously, Pan Pacific Hotel Group appointed integrated communications consultancy PRecious Communications to handle PR strategy, planning and counsel in Asia Pacific and has also appointed Publicis Groupe’s Digitas as its CRM agency. Servicing the client will be the CXP arm of Digitas, which focuses on understanding customer behaviours using data insights, which in turn informs the customer journeys and engagement programmes.

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