Pan Pacific SG names new marketing communications director to further elevate profile

Luxury hotel Pan Pacific Singapore has appointed Elaine Chan as the new director of marketing communications. Chan brings over 20 years of experience in strategic marketing management and public relations in the luxury hospitality industry in Singapore, China and the UK, having held directorial roles in companies such as PARKROYAL COLLECTION, Kempinski Hotels, and Shangri-La Hotels & Resorts.

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Prior to joining Pan Pacific Singapore, Chan was director of marketing communications & sustainability at PARRKOYAL COLLECTION Marina Bay, the country’s first ‘Garden-in-a-Hotel’, and part of the same Pan Pacific Hotels Group. There, she led strategic marketing initiatives that drove brand persistence and dominance in the sustainable hospitality market.

Her new role at Pan Pacific Singapore consists of devising integrated marketing and public relations strategies that continue to elevate the hotel's profile and visibility, Chan said in a conversation with MARKETING-INTERACTIVE. She added that by leveraging both traditional and digital channels, she and her team will work to inspire and attract new audiences, while strengthening connections with the hotel's existing, highly valued customer base.

"Strong media relations and partnerships with influential voices will further elevate Pan Pacific Singapore's visibility and reputation," she added. Chan also shared her personal connection to Pan Pacific Singapore: "As I walked through the towering atrium of Pan Pacific Singapore, I couldn't help but feel a sense of nostalgia wash over me. This grand hotel had been a fixture in my childhood memories, a place where my grandparents would take me for their weekly Sunday lunches at the renowned Hai Tien Lo restaurant in the 80's." 

"Now, stepping into this iconic hotel once again, this time as the new director of marketing communications, I am filled with a deep sense of pride. Pan Pacific Singapore held a storied legacy as one of the pioneering luxury hotels in Singapore, having first opened its doors in 1986 to cater to the country's rapidly growing business landscape at that time." 

Pan Pacific Singapore has undergone expansions over the decades, such as repositioning efforts in the 2010s amidst the rise of the MICE industry.

Chan added that she is "truly excited about the opportunities that lie ahead in this role" and aims to build upon Pan Pacific Singapore's heritage and reputation by strengthening its position and visibility in key domestic and international markets.

"Ultimately, my greatest hope is to leave an indelible mark on Pan Pacific Singapore, and contributing to the hotel’s continued success. With a dynamic team, unparalleled resources, and the backing of a globally recognised brand, I'm confident that we will continue to achieve remarkable results and cement Pan Pacific Singapore's status as the premier destination for business, MICE and leisure." 

Pan Pacific remains a flagship property of the Pan Pacific Hotels group, catering towards business and leisure travellers. Previous efforts by the group to promote its hotels include a global influencer social media include the launch of 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 showcased the range of experiences offered by the Group through the eyes of invited international content collaborators.

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

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