Pan Pacific Hotels Group checks in with new agency

GOVT VCCP has been appointed by Pan Pacific Hotels Group (PPHG) as its enterprise lifecycle marketing partner, following a competitive pitch process.

The appointment will see GOVT VCCP support PPHG's lifecycle marketing strategy and CRM programme operations, with a focus on strengthening direct bookings, driving engagement with the Pan Pacific DISCOVERY loyalty programme and improving guest retention across the group's portfolio.

The agency will also support customer engagement across key digital channels, helping PPHG build more connected and personalised communications with guests throughout their relationship with the group.

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The appointment comes as PPHG advances its shift towards a more data-driven and customer-centric marketing model. Its remit includes strengthening customer profile unification, enabling real-time data activation and scaling lifecycle marketing capabilities across its independently operated hotels, with governance in place.

Tan Hsu Ching, vice president, digital and loyalty marketing, Pan Pacific Hotels Group, said the group selected GOVT VCCP following a formal RFP process based on its lifecycle marketing and marketing technology expertise, agile execution and access to regional and global capabilities.

"As Pan Pacific Hotels Group (PPHG) advances its shift towards a more data-driven and customer-centric marketing model, it seeks to strengthen capabilities in customer profile unification, real-time data activation and scalable lifecycle marketing across independently operated hotels, with strong governance in place," she said. "Following a formal RFP process, GOVT VCCP was selected for its expertise in lifecycle marketing and marketing technology, agile execution and access to regional and global capabilities, supporting PPHG’s goals to enhance personalisation, improve campaign effectiveness, and enable a scalable self-service model for its hotels. 

Tan added that PPHG looks forward to working with GOVT VCCP to make its guest communications "sharper and more valuable". 

In tandem, Kelvin Koo, chief digital officer, GOVT VCCP, said the agency's role will be to bring greater strategic and operational discipline to PPHG's lifecycle marketing efforts.

"PPHG has strong brands, an engaged guest base, and a clear ambition for its lifecycle marketing. Our role is to bring the strategic and operational discipline that helps those relationships become more connected and more commercially effective over time," said Koo.

"Partnering with PPHG, we want to build stronger loyalty, deeper direct relationships, and more repeat stays across its portfolio," he added.

PPHG operates hotels, resorts and serviced suites across Asia Pacific, Europe and North America. Its Pan Pacific DISCOVERY loyalty programme connects members to rewards, recognition and experiences across the Global Hotel Alliance network.

The appointment adds to GOVT VCCP's growing client portfolio following the strategic merger of Singapore independent agency GOVT and global challenger network VCCP. The agency combines advertising, data science, technology, AI and consumer experience capabilities, and counts OCBC Bank, Sentosa, Julie's Biscuits, Chick-fil-A, Shell and Cathay Pacific among its clients.

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