Blog

03
Sep

Park Hotel Group dangles S$1.2m worth of perks to help families create memorable staycation experiences

Singapore – Park Hotel Group, one of the most established hospitality groups in Asia Pacific, and owner of the Grand Park and Park Hotel brands across 6 cities in the region, has partnered with Singapore-based creative agency, noisycrayons to launch “#maketime and stay park”.

The socially-driven campaign aims to engage busy Singaporean families and encourage them to make time for their loved ones by bringing them on a staycation this June.

Conceptualised by noisycrayons, an affiliate agency of SPH Magazines, the campaign kicked off with a series of teasers that assumed the voice of a family member questioning if another member has time for him. In response, a second tranche of creatives had family members pledge time for each other.

The teasers were deployed over a period of three weeks in May, via the hotel group’s Facebook and Instagram pages, reaching out to more than 70,000 Singaporean families and attracting more than 1,500 interactions from the families.

The second part of the #maketime campaign communicates that Park Hotel Group, with her three hotel properties in Singapore, can help families make time with a special staycation package.

Families are activated online to place bookings for the staycation package on digital and mobile channels including Facebook.

On a custom-built application, families decide to make time by turning an hourglass to uncover thoughtful perks such as complimentary room upgrades, in-room dinners, wines and even the services of personal shoppers and trainers. More than S$1,200,000 worth of perks will be offered to enhance the experience of families who book for a staycation between June and July.

With the campaign, the hospitality group plans to look at social media as a natural platform to build meaningful relationships with families who want to make time and do things together with their loved ones, amid a hectic lifestyle.

“The campaign allows us to develop deeper relationships with our consumers. In working with noisycrayons, we are able to communicate a genuine intention to help the audience meet an ongoing need, and present purposeful solutions.”- Gwen Tan, Assistant Director of Social, Park Hotel Group. 

“At noisycrayons, the team spent a lot of time to dissect the needs of the typical Singapore family who seeks to create memorable, meaningful moments for their loved ones during weekends.

To us, a staycation is more than a hospitable experience in a hotel. It is also about family bonding, and the strengthening of relationships that results from the time spent together.

We are extremely gratified that we can create a campaign that leverages on the client’s steadfast desire for meaningful experiences that foster strong relationships and outcomes for the family. “- Stefan Lim, CEO and Creative Lead, noisycrayons.

The initiative is expected to reach more than 200,000 Singapore families.

Make time and discover love with Park Hotel Group at Staycate.sg!

12
Mar

Media Planning

We have a solid grasp of what it takes to make it big in online advertising. We work with our clients to determine the platforms best suited to their advertising spend, and then make effective investments into the right space for maximum activation.

Services

  • Media buys on platforms with the best fit
  • Monitor and optimise campaigns across platforms on the go

Community Engagement

An exceptional digital marketing campaign is epitomised by our ability to engage with stories and experiences. This is why we look to find that shared passion and relevant association from which we can shape a meaningful story and turn passive fans into passionate advocates.

Services

  • Communication management on digital platforms (eg Facebook Fan Pages)
  • Proactive community engagement
  • Brand reputation monitor
  • Crisis management
  • Customer response and moderation

Application Development

We develop applications that drive interaction between brand and community.Supported by a team of in-house technologists, we develop applications from the ground up and ensure that deployments are seamlessly integrated with the most adopted social media platforms today.We make consumer experience a priority. Interfaces are created for maximum user-friendliness and presentational impact. We adopt consistent design directions and treatments across platforms to demonstrate unified brand messages and enhance the way brands are presented to their audiences.

Services

  • Game-boarding of consumer engagement games and contests
  • Visual and interaction design
  • Be-spoke development of marketing-driven social applications and games

Digital Marketing

At noisycrayons, we work to ensure a successful digital programme. Every client initiative undergoes a thorough analysis and planning process to uncover the most engaging and creative ideas and concepts. Our relentless pursuit for a coherent and holistic brand story in the digital world has set us apart from convention.Our methodology is uniquely effective in generating ideas for consumer-oriented programmes that transform how brands communicate online with their target audience.We turn the naysayers into fans, fans into faithful advocates, and the neutral into believers.

Services:

  • Audience identification and personification
  • Competitive analysis
  • Needs assessment and requirements prioritisation
  • Creative concepts and design direction
  • Digital/Social Media Marketing Roadmap and Implementation Plan

23
Jan

Communication & Engagement Associate (Content Strategist)

You will develop brand-related messages and manage online conversations on key platforms. You will also be part of the creative team to conceptualize the most effective communication tactics to facilitate the propagation of brand messages.

Education, Experience, and Skills

  • Three to five years of feature writing, copywriting and public relations experience
  • Fresh university graduates will be considered for junior placements
  • Degree in Communications, PR or Marketing
  • Experience in online community management and blogging
  • Excellent written and oral communication skills

Responsibilities:

  • Develop engagement strategy and editorial plan
  • Create, facilitate, manage and monitor conversations between brands and customers
  • Contribute insights and ideas and effectively communicate project status/challenges
  • Research and assess communication methods and share findings with other team members

Attributes

  • Flair in content production
  • Comfortable servicing client needs and maintaining client relationships
  • Self-motivated
  • Willing to learn, experiment and grow
  • Positive, constructive and willing to work as part of a team

Project Associate

You will be responsible for the overall direction, coordination, implementation, execution, control and completion of digital marketing campaigns. You also serve as the primary business contact for the client and should build relationships with clients to encourage new and repeat business opportunities.

Education, Experience, and Skills

  • Two to three years of Account/Project Management experience
  • Fresh university graduates will be considered
  • Degree in Technology, Communications, PR or Marketing
  • Excellent written and oral communication skills

Responsibilities:

  • Think, conceptualize and implement digital marketing campaigns to meet client’s objectives and requirements
  • Work with team of designers and developers to conceptualize and deploy web applications on time
  • Constantly monitor and report on progress of campaign development to all stakeholders
  • Implement and manage project changes and interventions to achieve project outputs
  • Provide quality assurance

Attributes:

  • Passion in digital marketing
  • Ability to create new ideas all the time
  • Comfortable servicing client needs and maintaining client relationships – Possess great ability to build rapport and engage client on their requirements
  • Ability to communicate in a clear and logical manner
  • Meticulous, conscientious and possess a good attitude
  • Positive, constructive and willing to work as part of a team