Pan Pacific Hotels Group inspires experiential travel with global influencer campaign

Pan Pacific Hotels Group has launched a global influencer social media marketing campaign across its three distinct brands: Pan Pacific Hotels and Resorts, PARKROYAL COLLECTION Hotels and Resorts, and PARKROYAL Hotels & Resorts.

Titled the “#YoursToDiscover campaign”, it showcases the range of experiences offered by the Group through the eyes of invited international content collaborators.

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Whether it is enjoying the luxurious ambience of the hotel or exploring its vibrant locales, these guests had free rein to decide how they could benefit from a set amount of money they were given. The money, dubbed “discovery dollars”, refers to the reward currency of the Group’s loyalty program, Pan Pacific Discovery.

Spanning ten exciting destinations, the campaign aims to inspire discerning travellers to plan their own holidays. A series of content created by collaborators will be shared across the three brand-specific social profiles, with taglines that resonate with each brand's essence, it said. 

As part of the social media activation, Pan Pacific Hotels Group is also inviting travel enthusiasts to participate in their social contest. By engaging with the Group’s campaign and sharing which hotel they would like to experience on their next holiday, participants stand to win 1,000 discovery dollars. This reward currency can be used across the three brands, where each D$1 is equivalent to US$1.

"At Pan Pacific Hotels Group, we're dedicated to crafting delightful stays — tailored specifically for you," said Cinn Tan, chief commercial and marketing officer at Pan Pacific Hotels Group. "Whether you're seeking luxurious experiences, wellness retreats, or exciting local encounters, our hotels, resorts and serviced suites offer a tapestry of choices," she added.

The social media campaign, live on the brands' social profiles, is set to conclude on 30 October 2023.

MARKETING-INTERACTIVE has reached out to Pan Pacific's agency for more information.

Earlier this year, Pan Pacific Hotels Group 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 the 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 is also working 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”.

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