Singapore – Travel and lifestyle PR agencies GHC Asia and Accela Communications received a joint mandate to reposition the newly transformed Grand Hyatt Singapore as ‘A Grand Living Room and Wellness Haven in the Orchard Road area’.
The dual-agency appointment is part of Grand Hyatt Singapore’s marketing strategy to elevate the hotel’s luxury positioning, rooted in legacy and exceptional service, that spans over five decades.
As the hotel enters phased completion in its multi-year transformational journey, it aims to secure its enviable position as Singapore’s long-established favorite place for locals and visitors alike to meet, convene, and celebrate for generations to come.
“The appointment of GHC Asia and Accela Communications comes as we prepare to reveal Grand Hyatt Singapore’s reimagined spaces, which will be more theatrical and captivating than ever before,” said Charis Choi, regional vice president of sales and marketing Southeast Asia for Hyatt Hotels & Resorts.
Choi further reveals that “GHC Asia will lead the strategic communications and uplift the hotel’s luxury positioning, with a focus on partnership marketing and international media outreach, while Accela Communications will drive creative communications for the lifestyle concepts at the hotel’s signature restaurants, bars, and Damai Spa.”
GHC Asia has carried with it a 20-year expertise and international network in the travel, tourism, luxury lifestyle, and property sectors since its inception in Hong Kong in 1998.
“We are delighted to have been selected to lead the relaunch PR campaign for such an illustrious and much-loved hotel as Grand Hyatt Singapore. Like many people, we have a lot of fond memories of special occasions within its familiar spaces over the years. The hotel’s rich history and international acclaim give us a strong backdrop from which to build new stories and forge meaningful partnerships, driving awareness across traditional media, digital platforms, and social touchpoints,” said Paul Hicks, founder and CEO of GHC Asia.
Meanwhile, Accela Communications will take the lead for consumer PR for Grand Hyatt Singapore’s reimagined F&B and wellness concepts and will develop guest-centric story angles for the hotel’s iconic lifestyle destinations. The agency is renowned for its integrated communications approach to generating creative and innovative campaigns across traditional, social media, and digital marketing.
Erin Padilla, CEO and co-founder of Accela Communications, shared that “We’re thrilled to be part of this significant moment in Grand Hyatt Singapore’s history. As long-time champions of the property, we’re excited to have won the agency bid to lead creative PR activations for the relaunch. Grand Hyatt Singapore is loved by locals and international travellers for its world-class hospitality and innovative dining experiences. We can’t wait to bring back Singapore’s urban oasis right in the heart of the Orchard Road district.”
The iconic hotel welcomed its first guest in 1971 under the name Singapore Hyatt Hotel, which was subsequently renamed Hyatt Regency Singapore in 1979. In 1998, the hotel rebranded as Grand Hyatt Singapore after a major upgrade of its 677 guestrooms and suites, complemented by the introduction of world-class gourmet concepts.
“Within the World of Hyatt, Grand Hyatt hotels offer a front row seat to major gateway cities and resort destinations, bringing travel dreams to life by celebrating the iconic in small details and magnificent moments. Our guests would be able to expect service excellence and first-class accommodations within a multicultural backdrop of dramatic architecture, inventive restaurants, luxury spas, and sophisticated meeting spaces,” said Charis Choi.
“We’re very excited at how Grand Hyatt Singapore’s evolution makes it more than ever the perfect embodiment of the Grand Hyatt brand promise. We can’t wait to show the newly transformed hotel to our ambitious guests around the world seeking confidence and the new in familiar,” she further added.
