GHC grabs Empire PR with China strengths

After MDK secured the account on a project basis in April last year, Empire decided to conduct a pitch rather than renew the contract in late 2004. Three agencies reportedly took part in the review. Empire director of PR and marketing communications Jennifer Kang declined to comment on why MDK was released. However, she noted that the hotel's increasing focus on Greater China made GHC an ideal choice, along with the agency's accreditation as a 'Leading Service Supplier' by The Leading Hotels of the World, of which Empire is a member. "GHC is a specialist in travel and tourism and we were impressed with its great track record, and that it fully understands how to position and market a luxury resort hotel," explained Kang. "China and Hong Kong are key markets and to have an agency based there and operating fully in Chinese is a great benefit for us." Meanwhile, MDK regional practice director Chung Lee Tan, who headed the Empire account, pointed out that the importance of the China market may have played a role in its contract not being renewed. "The contract was up for renewal again and although Empire was very happy with the publicity that we generated in Southeast Asia and the work we had done for them, we understand, they are looking towards the China market which is presumably better served from Hong Kong." Empire initally tapped MDK for a three-month project, before extending the contract for another six months. All told, it spent eight months with the agency. Kang said GHC's specialist experience in handling public relations for Dubai's premier Burj Al Arab resort was significant, as Empire has "similar marketing objectives". "(The communications objectives are) to position the resort as one of the most opulent and spectacular in Asia and a reason in itself to visit Brunei," she said. "Also, to educate the travelling public about the destination Brunei and its many positive attributes." In addition to China and Hong Kong, Kang pointed to Singapore, Malaysia and Korea as key markets going forward, along with the meetings, incentives, conventions and exhibitions markets.