The campaign will see Iris create a refreshed identity for Meritus, with the aim to position the brand that offers travellers the best in traditional Asian hospitality combined with the best in modern luxury accommodation.
A regional print campaign, showcasing the new brand identity, will go live this week depicting the iconic Meritus Ambassador in her elegant red cheongsam, graciously embodying Asian hospitality in contemporary settings.
The campaign will target savvy business and leisure travellers, and aims to globally position Meritus Hotels & Resorts as the premium accommodation of choice.
Janice Azupardo, regional vice president, branding and communications, Meritus Hotels & Resorts, said, “As Meritus grows the brand with more properties in Asia Pacific and Europe, we want to be continuously recognised as the leading Asian luxury hotel group synonymous with genuine Asian hospitality."
She added that Iris’ campaign stood out because it delivered a compelling message while supporting Meritus' brand strategy.
Craig Mapleston, managing director of Iris Singapore, said, “It’s exciting to be working with a proud Asian brand. We’re thrilled to be shaping the refreshed Meritus brand and bringing that to life through this global campaign."
Recently, the hotel brand announced its plans for a global push targeting markets in Southeast Asia, China and Europe.
Its flagship hotel, Mandarin Orchard Singapore, has also recently undergone a year-long renovation to refresh its interiors.
Meritus' current portfolio includes Meritus Pelangi Beach Resort & Spa Langkawi in Malaysia, and in China, Shanghai JC Mandarin, Meritus Mandarin Haikou, and Meritus Shantou.
Meritus is expected to open the doors of its flagship property in Europe in 2011.