Meritus Hotels & Resorts, Singapore’s pioneering luxury hospitality brand, marks its foray into international markets with the commencement of a global brand campaign to complement its exciting expansion pipeline slated to take shape from 2011.
The campaign invigorates Meritus’ longstanding presence as Singapore’s icon of world-class hospitality and centres around its signature "Asian grace, warmth, and care" as the essence of the Meritus service culture that the brand hopes to bring to other parts of the world.
"Our service philosophy is inspired by the virtue and richness of our Asian heritage," says Michael Sengol, Chief Executive Officer of Meritus Hotels & Resorts.
"Over thousands of years, Asians have perfected the art of making guests feel right at home. It is this heritage that our brand uniquely embraces as we expand globally and move ahead with the times. Therein lies the difference – at Meritus, we give our guests the opportunity to enjoy the long-renowned tradition of Asian hospitality, today."
Meritus’ global campaign kicks off with a series of brand ads depicting the iconic Meritus Ambassador in her elegant red cheongsam, graciously embodying Asian hospitality in contemporary settings.
The rollout of brand refresh initiatives will see a more contemporary look and feel to the Meritus identity, from above- and below-the-line communications to product and service features that will be introduced at every customer touch point to define the hallmarks of the "Meritus Experience."
With close to 40 years of hotel management expertise through its flagship Mandarin Orchard Singapore, Meritus’ current portfolio also includes Marina Mandarin Singapore, Meritus Pelangi Beach Resort & Spa Langkawi in Malaysia, and in China — Shanghai JC Mandarin, Meritus Mandarin Haikou, and Meritus Shantou China.
New developments being eyed by the hospitality group span fast-growing business and tourism hubs in Southeast Asia, China, and Europe.
Meritus is expected to open the doors of its flagship property in Europe in 2011.