Tag: Marketing

Thailand – Centara Hotels and Resorts in Thailand has launched its brand refresh as Centara Life with the aim of highlighting its guest-friendly identity. The new brand identity ‘Elevate the Essentials’ comes with flexible and unique services for travellers.

With flexibility at the center of new offerings, Centara Life will allow guests to check in anytime. It caters to travellers who may arrive on late-night or early-morning flights while allowing them a full 24-hour stay upon check-in.

Guests can also enjoy their breakfasts until 4:00 p.m. and free snacks throughout the day. Meanwhile, night-time instant noodles are also available for guests.

The new Centara Life offerings can be booked in Bangkok, Krabi, Koh Samui, Cha-am, Pattaya, and Mae Sot in Thailand and Muscat in Oman. The brand also plans to extend its offerings to other destinations.

“At Centara Hotels & Resorts, we are committed to delivering exceptional hospitality in every sector of the market, underpinned by our 40-year heritage of warm and heartfelt Thai service,” Thirayuth Chirathivat, chief executive officer of Centara Hotels & Resorts, said.

“With the launch of Centara Life, guests can now experience bright, inviting and stress-free stays that work to their schedule. We look forward to working with our esteemed partners to introduce this versatile brand to attractive destinations across Thailand and around the world,” Chirathivat added.

“We are delighted to officially launch Centara Life, which will breathe new energy and life into the upper-midscale hotel sector. Following an extensive evaluation process, including input from our valued guests, we have crafted an innovative and inviting brand identity that removes unnecessary barriers and gives travellers exactly what they want: complete convenience, comfort and flexibility at an attractive price point,” Tom Thrussell, vice president of brand, marketing and digital of Centara Hotels & Resorts, said.

Singapore – FCM Travel Asia, a travel management company, has appointed Gursheel Dhillon as its new head of marketing, recognising her pivotal contributions to the company’s growth and success across key Asian markets.

A seasoned marketer and communicator, Dhillon previously spearheaded public relations and communications for FCM Travel Asia, where she strategically developed and executed corporate PR initiatives to elevate the company’s brands and executives. Her efforts secured top-tier media coverage across key markets, including Singapore, India, Hong Kong, Mainland China, Japan, and Malaysia.

Dhillon has developed strategies for a variety of lifestyle businesses and has built an extensive regional network. With over a decade of business experience, she is also an award-winning entrepreneur.

In her first year with the company, she already earned an award after securing over 800 media features. Dhillon has been instrumental in shaping FCM’s narrative across Asia, significantly expanding the brand’s presence in both trade and mainstream media while collaborating closely with key stakeholders.

Commenting on her appointment, Dhillon shared, “I have enjoyed working with our team of agile marketers, committed to growing the FCM brand by leveraging data to craft ‘Glocal’ marketing strategies that set us apart. I look forward to launching brand new campaigns for an alternative business travel management company like FCM and meeting our customers at our upcoming inaugural FCM Singapore Summit.”

Bertrand Saillet, managing director of FCM Travel Asia, said, “With a bank of deep expertise, drive, and productivity, Dhillon has delivered a material impact on the business and has shown us what can be done. FCTG’s ‘Brightness of Future’ initiative encourages every team member to develop their career and explore opportunities within the company. We are excited for Gursheel to steer our brand towards new heights in the business travel management landscape.”

Australia – Telecommunications company Telstra has launched its new brand platform ‘wherever we go’ alongside a new campaign with advertising agencies Bear Meets Eagle On Fire and +61. The launch is an effort to shift its brand image from being corporate to playful and contemporary. 

The brand refresh is highlighted in the animated film ‘Duet,’ which shows the partnership of two characters as they travel. The film was directed by Smith & Foulkes and features the song ‘Islands in the Stream.’

In addition, Telstra released graphic illustrations by Ben Hassler, recreated with artist Kyle Bean and photographer Carl Kleiner using layers of paper. 

The campaign was initially launched during the Australian Football League and National Rugby League Grand Finals before being released on other platforms.

“If you want to change how people feel about your brand, you have to change how the brand feels. This work captures the spirit of optimism and promise of partnership that we want the Telstra brand to be all about. We want to show that the biggest brands can also be the most imaginative,” Brent Smart, Telstra’s chief marketing officer, said.

“I’m just proud of all the folks who’ve cared so hard to make this work. It’s not that often you get to make work this considered and crafted, and to do it at this scale, is just really rare,” Micah Walker, founder and chief creative officer of Bear Meets Eagle On Fire, said.

Blake Crosbie, managing director of +61, commented, “This campaign has also been a great journey with Telstra and the work is the beginning of redefining the relationship they have with their customers. It puts partnership at the center of the Telstra brand.”

“We’ve really pushed the boundaries within the media to bring this campaign to life. It’s about creating a world of epic wonder, from the screens to the streets, and places Telstra in high reaching, high attention, premium environments,” Helen Guard, managing partner of OMD Australia, said.

Bangkok, Thailand – Oil supplier OR Public Company Limited tells the real stories of Thai local producers in the film ‘Thaidet,’ produced in collaboration with advertising agency CJ Worx.

Featuring local producers, the film shares how OR’s Thaidet project, which aims to empower community enterprises, has changed the lives of its beneficiaries. With before-and-after stories juxtaposed, the film shows both the producers’ struggles and achievements.

In addition, the campaign shows how the project’s benefits were not merely economic. It also helped the people regain a sense of pride in their work. 

The tagline “Thaidet is not just a product, it’s the wisdom and opportunity for the Thai people” reflects how their livelihood is founded on their knowledge of culture and tradition.

“For the creative minds at CJ Worx, success wasn’t measured by awards or recognition, but by how deeply the story could connect with the people of Thailand. They believe that the best advertisements are those that stay with viewers long after they’ve finished watching, those that remind people of their shared values, culture, and dreams. This documentary is a testament to their belief that great stories have the power to inspire, unite, and push society forward,” CJ Worx said in a press release.

OR launched the Thaidet project in 2018 in collaboration with government agencies. As part of the project, OR provides spaces in PTT stations and Café Amazon branches for community entrepreneurs to distribute their products.

Paris, France – Economy hotel brand Ibis has launched the global ‘Go get it’ brand campaign in celebration of its 50th anniversary. The campaign highlights the importance of making travel accessible to all.

Produced in collaboration with Saatchi & Saatchi London, the campaign involves a series of seven true travel stories. French filmmakers Clement Dozier and Camille Dauteuille directed the films.

“Fifty years ago, ibis democratised travel by introducing the concept of economy hospitality, providing guests with friendly service, great design, consistent quality – all at an affordable price,” Jean-Yves Minet, global brand president of midscale and economy at Accor, said. 

“Ibis has remained a leader in the economy segment for 50 years because we know that guests get the most out of their travels when we put the most into their stays. Whatever the reason for their travel, wherever they are in the world, there’s an ibis to help guests Go get it,” Minet added.

“Ibis is one of the best-known hotel brands in the world, growing at pace to serve the world’s travelers, last year hosting almost 72 million stays. Travel has become the most essential ‘non-essential’ experience today, and our latest global ibis travel intent research shows that one in three respondents plan to travel more in 2025 than they have this year. Across the globe, particularly in fast-growing regions like Asia, we’re seeing a surge in the traveling population. At ibis, we are perfectly positioned to cater to the evolving needs of this new generation of travelers,” Karelle Lamouche, chief commercial officer of premium, midscale and economy brands at Accor, said.

Ibis was established in 1974 and has been promoting quality yet affordable travel since then.

Lausanne, Switzerland – Footwear company Bata has launched the new campaign ‘Make Your Way,’ reflecting its new stylish, comfortable, and affordable branding. The new positioning aims to target younger audiences who are more conscious of trends. 

The launch coincides with Bata’s 130th anniversary. Its long history and rich heritage contrast with the brand’s aim to attract young customers, yet is not neglected in the campaign. 

While the campaign intends to present Bata shoes as fashionable, it also draws on the brand’s heritage to express authenticity. 

Bata is also set to release women’s ballerina shoes starting in September, a reimagined version of its 1897 Batovka design. The release of the shoes supports women in the dance industry, providing affordability for dancers hindered by economic challenges.

“This campaign is about inspiring self-expression and confidence. At Bata, we make shoes to accompany consumers as they create their own path in life and build their road to the future,” Sandeep Kataria, global chief executive officer of Bata, said. 

The campaign was produced with &Rosàs agency for a global release.

Paris, France – Communications agency Publicis Groupe has acquired commerce marketing company Mars United Commerce to expand its commerce offerings for clients.

Gaining access to Mars’ technology and business offerings, Publicis Groupe enhances its capabilities, allowing end-to-end commerce solutions. 

Through the acquisition, the company provides its clients with a database of consumer behaviour and drives product purchases in digital and physical stores. Clients are also given access to a view of their marketing performance to keep track of their growth.

Mars leverages its 50 years of operations in the industry, with its commerce insights platform and retailer relationships. Through its insights on shoppers, it can motivate changes in shopping behaviours and steer results for businesses.

“Joining Publicis Groupe will help Mars realise our vision of being the preeminent global commerce company faster and more completely. We’re excited to have the support of Publicis to bring new opportunities to our existing clients and also to share our connected commerce solution with new clients around the globe. We look forward to writing the next chapter of commerce together,” Rob Rivenburgh, global chief executive officer of Mars United, said.

“We are delighted to be welcoming Rob and his incredible teams at Mars to Publicis Groupe. Their innovative spirit and proprietary platforms will further connect and complement our existing capabilities, to deliver industry-leading, end-to-end commerce solutions for our clients, both online and offline,” Arthur Sadoun, Publicis Groupe chief executive officer, said.

“With the acquisition of Influential this summer, and now Mars, Publicis is uniquely positioned to help our clients understand both existing consumers and future prospects, and connect that knowledge at an individual level to the new media channels that work hardest for their business: Connected TV, Commerce and Creators. All of this, in clients’ own ecosystems, giving them control over their customer relationships and transparency in their investments and outcomes,” Sadoun added.

Jakarta, Indonesia – Video-sharing platform YouTube has announced its partnership with e-commerce platform Shopee to launch YouTube Shopping in Indonesia. The tie-up will also be released in Thailand and Vietnam in the following weeks.

The collaboration allows people to purchase products displayed on YouTube through links that lead to Shopee. This feature has previously been only available in the United States and South Korea.

YouTube Asia-Pacific director Ajay Vidyasagar explained that the “energy and velocity around online shopping” in Indonesia inspired the move. 

The launch is part of YouTube’s goal of providing creators with a platform for successful businesses. While the launch benefits consumers in Southeast Asia, the collaboration also issues opportunities for content creators through the YouTube Shopping affiliate program.

“We want more of you to be able to share your favourite products with fans and grow your businesses on YouTube. There are now over 250,000 creators in the YouTube Shopping affiliate program, and soon that number will grow,” the company said in its blog. 

The company also announced the launch of gifts on live streams that allow earnings from viewer participation. Audience engagement will also evolve through the ‘Community Hub’ feature, which reflects audience feedback and metrics. 

Billund, Denmark – Toy production company LEGO Group has joined forces with international racing Formula 1 (F1). The partnership is set to launch in 2025 in time for the next F1 season.

The collaboration ensues after F1 has observed a rise in younger fans, ages 8 to 12 years old. Activations from the partnership cater to fans of all ages and are suitable for families to enjoy. 

With the aim of bringing both fanbases together, LEGO will launch F1-inspired products tailored for children, teenagers, and adults. As part of the product line-up, fans will be able to recreate F1 teams and icons in the form of LEGO bricks. 

Audiences can also enjoy in-person and interactive fan zone activations at the Grands Prix.

“At the LEGO Group, we have a proud history of having recreated many F1 cars in LEGO brick form in the past, and we believe this new partnership, through LEGO play and building, will help bring the spectacle of this sport even closer to all fans. It will enable them to celebrate their passion of the sport in more immersive and exciting ways and will see the power of LEGO creativity and imagination further enhance the thrill of F1. We look forward to unveiling all that this exciting partnership has to offer to both lifelong and new Formula 1 and LEGO brand fans alike, at home and on track,” Julia Goldin, chief product and marketing officer of the LEGO Group, said.

Emily Prazer, chief commercial officer of Formula 1, commented, “The LEGO brick has ignited a spark of creativity and passion for building in millions of children and adults around the globe. Through this partnership, fans will be able to recreate and reimagine the world of Formula 1, brick by brick, delving deeper into the intricacies of the mechanics and technology behind the sport through play. We look forward to bringing the drama and excitement of Formula 1 to the LEGO Group’s passionate network of builders and giving our fans another means to enjoy the sport with their friends and family.”

With the 75th anniversary of FIA Formula 1 World Championship coming up in 2025, the LEGO Group will also be part of the celebration, ensuring its presence in key races.

The LEGO Group recently collaborated with Nike, aiming to promote the power of sports.

London, United Kingdom – Multiple instances of short attentive exposure to an advertisement are more effective at driving brand results than having a single exposure with sustained attention, research by Havas Media Network claims.

According to the study, a viewer’s frequency of exposure to an advertisement can result in an aggregate attentive experience. Even if the viewer pays attention for merely one or two seconds, this number can increase over time and is effective at driving brand awareness. 

While sustaining viewers’ attention through a single advertisement exposure has its merits, multiple ones result in capturing ‘good enough’ attention and consequently in consideration and action intent. 

The research combines Lumen Research’s predictive attention models with Brand Metrics’ studies to generate results. 

“We’ve seen significant progress in the prominence of attention since this relatively nascent discipline was first introduced five years ago. However, while there has been an abundance of scholarship in this area, adoption into media planning and buying has lagged. Our new study with Lumen Research and Brand Metrics bridges this gap, providing actionable insights into the specific attention required to achieve brand metrics, allowing us to implement attention into planning and activation tools like never before,” Jon Waite, global managing director of marketing experience at Havas Media Network London, said.

“Brand Metrics was delighted to provide our brand lift research to this pioneering study of attention and brand metrics. By integrating brand questionnaires directly into publishers, we are able to mirror the different stages of the brand funnel and provide the survey consistency and impression-level viewability data necessary to understand the relationship between predicted attention and brand metrics at scale,” Anders Lithner, chief executive officer at Brand Metrics, said.