Fraser taps Advocate for regional support

TAG was chosen after Fraser switched its business from incumbent Asher Communications. TAG's remit includes taking the lead for the client in Singapore, while playing a support role to other Fraser outposts in China, Korea, Thailand and the Philippines. TAG will also be responsible for handling corporate PR for new residence launches across the region. TAG partner Darryn Johnston said the agency was currently designing a regional template that can be used to support Fraser's residences across Asia-Pacific. "We're not a regional agency; we don't offer on the ground support in the other markets, so anything that is implemented is up to the regional offices," said Johnston. "Each residence has its own community of people that stay and we want to make that experience stronger." While part of the brief includes the regular mix of media relations, Johnston said much of the work would also focus on stakeholder and resident relations. Community-building events such as Tri-Nations rugby barbeques, Super Bowl events and Halloween parties are just some of the vehicles TAG intends to use to build the 'Fraser community'. "(Fraser) has positioned itself as family-friendly and an alternative to hotels," noted Johnston. He said Fraser's operational strategy reflected the levels of foreign investment in different markets, with the company launching new residences in countries which experience a high level of expatriate activity -- typically the segment that follows the investment trends. According to Johnston, one of the main competitors is The Ascott Group, adding that competition was an added incentive for Fraser to offer more than just the regular long stay serviced apartments in order to maintain its status as a market leader. "Fraser runs at about 90 per cent occupancy, whereas the industry standard is about 80 per cent," he said. "It's absolutely critical we have a point of difference, because there are a lot of people out there offering long stays, and hotels are trying to move into it as well." He added Fraser currently has plans to expand into other growing markets across the region, but declined to reveal details. Fraser could not be contacted for comment at Media's press time.