The agency will handle the search-engine marketing activities for all Regal Hotel properties in Hong Kong and China.
The agency won the business after a competitive pitch against undisclosed competitors, according to Antony Yiu, head of search and performance for MEC APAC.
Lyllian Poon, vice president of marketing at Regal Hotels, said her team was impressed by MEC’s "vast experience" in handling digital performance marketing for hospitality clients, as well as its knowledge in using Marin Software for SEM (search-engine marketing) campaign optimisation.
Regal Hotels wants to "transform" its e-commerce business, by creating a new loyalty marketing program driven by online digital marketing that complements offline competitive advantages. The aim is to acquire new customers and drive direct bookings via an integrated CRM strategy.