Leading up to the phased completion of a multi-year transformational journey, Grand Hyatt Singapore today announced a dual-agency appointment as part of its marketing strategy to elevate the hotel's luxury positioning, rooted in legacy and exceptional service, that spanned over five decades.

GHC Asia and Accela Communications, both leading PR agencies in the travel and lifestyle sectors, will share the mandate to reposition the newly transformed Grand Hyatt Singapore as A Grand Living Room and Wellness Haven in Orchard Road area. The transformation aims to secure the hotel's enviable position as Singapore's long-established favourite for locals and visitors alike to meet, convene and celebrate, hosted by a trusted team through the generations.

The iconic hotel welcomed its first guest in 1971 when it was opened as the Singapore Hyatt Hotel, subsequently renamed as Hyatt Regency Singapore in 1979. At the time it was the largest Hyatt hotel in Southeast Asia. In 1998, the hotel was rebranded to Grand Hyatt Singapore after an extensive upgrade of its 677 guestrooms and suites, complemented by the introduction of world-class gourmet concepts.

Since its inception, the hotel has entrenched its status as the leading social and business hub in the city, introducing an array of trailblazing hospitality concepts over the years and becoming one of Singapore's best loved hotels.

“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. 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,” said Charis Choi, Regional Vice President, Sales & Marketing Southeast Asia, Hyatt Hotels & Resorts.  

The announcement bears testament to GHC Asia's expertise and international network in the travel, tourism, luxury lifestyle and property sectors. Founded in 1998 in Hong Kong, GHC Asia has been operating in Asia for over 20 years with a strong footprint across Greater China and Singapore.

“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. 

Renowned for its integrated communications approach in generating creative and innovative campaigns across traditional and social media and digital marketing, Accela Communications has been appointed to lead consumer PR for Grand Hyatt Singapore's reimagined F&B and wellness concepts with elevated experiences, whilst embracing sustainability as its core. The agency will take creative license in developing guest-centric story angles for iconic lifestyle destinations, such as Pete's Place, Oasis, StraitsKitchen and Damai Spa.

"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," said Erin Padilla, CEO & Co-Founder of Accela Communications.

“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.”

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