Discovering love at the heart of hospitality
Overview   Singapore-based Park Hotel Group (PHG) is one of Asia Pacific’s fastest expanding hospitality brands. The privately-held entity owns and operates properties in Singapore, Hong Kong, Japan and China. Established originally in Hong Kong since 1961, the Group moved its headquarters to Singapore and is constantly striving on a dynamic path of expansion and growth to establish itself as one of Asia’s top hospitality brands.

Challenge   In view of PHG’s rapid expansion plans in the region as well as adapt to the highly competitive nature of the hospitality industry, it was pertinent for PHG to possess a clear brand positioning to support its corporate growth aspirations, set itself apart from its competitors and elevate the brand to greater heights. Ukulele was tasked to clearly define a brand positioning strategy with a strong international appeal and set in place a brand system that would allow the brand to proliferate seamlessly into any market.

Solution   Though the brand was fast growing its presence in key regional gateway cities across Asia, Ukulele discovered it was a special core element of intimacy that makes Park Hotel a resounding brand stakeholders love. The brand’s intuitive care and thorough understanding of customer’s needs was elegantly articulated under the brand philosophy of ‘Discover Love’. The brand identity was refreshed to sophisticatedly embody how Park Hotel’s attention to finer details transforms each encounter into a rediscovery of love. Forming part of the regional brand strategy, this unifying core belief was implemented across all its hotels in five countries.

Brandscope   │ • Brand Analytics • Brand Blueprint • Brand Architecture • Brand Internalisation • Brand Identity • Brand Corporate & Marketing Communications • Brand Systems Guidelines • Brand Culturalisation