——Pan Pacific Hotels Group, 2024 China Social MKT Gold Prize

Since its creation, Creative Awards Innovation has remained dedicated to recognizing creative excellence, witnessing the evolution from mobile Internet to the era of digital intelligence. In the latest round of selections, Freya Idea Works has been awarded the 2024 China Social MKT Gold Prize, for its exceptional cross-platform social media marketing program.

(Third from left: Ms. Liu Muyi accepted the award on behalf of the brand) & (2024 China Social MKT Gold Prize)

In this program, Freya Idea Works developed a comprehensive social media marketing solution for Pan Pacific Hotels Group, showcasing exceptional innovative thinking and strategic vision. Utilizing an innovative model based on "full matrix + precision marketing + quality and efficiency linkage", Freya Idea Works leveraged its keen market insights to effectively translate brand influence into tangible growth by capitalizing on three major market opportunities.

Outbound Tourism Demand Exploding in the Post-COVID Era

After nearly three years of COVID-19 control, China’s outbound tourism market witnessed significant retaliatory growth. Following the Spring Festival 2023, the number of inquiries about China's outbound tourism surged by over tenfold month-on-month, and search interest continued to rise.

This pent-up tourism demand has translated into a strong consumer desire for high-quality lodging experience. Freya Idea Works recognized this trend and effectively promoted Pan Pacific Hotels Group's quality services and unique offerings through social media marketing, perfectly aligning with the needs and pain points of target consumers.

SE Asia Tourism Boom Fueled by Visa-Free Policies of Singapore, Malaysia and Thailand

In the second half of 2023, Malaysia introduced a 30-day visa-free policy for Chinese tourists, while Thailand also implemented a similar initiative. Coupled with Singapore’s convenient visa policy, this Southeast Asia tourism policy package has become highly appealing.

These favorable policies have significantly increased interest in Southeast Asian tourist destinations. Freya Idea Works capitalized on it by launching key promotions for Pan Pacific Orchard Singapore and PARKROYAL COLLECTION Kuala Lumpur. They successfully transformed policy incentives into brand visibility and bookings through innovative strategies like “Internet celebrities check-in + live stream commerce”.

Travel Demand to Japan Stimulated by RMB/YEN Exchange Rate

The RMB/YEN exchange rate has continued to decline, reaching a historic low, which has enhanced the cost-effectiveness of Chinese travel to Japan. This trend has particularly spurred demand in Tokyo, where Chinese tourists are increasingly motivated by favorable exchange rates to purchase luxury goods, stay in high-end hotels, and embark on short trips. Freya Idea Works seized this opportunity to boost the social visibility of BELLUSTAR TOKYO, a Pan Pacific Hotel. By highlighting the hotel’s prime location competitiveness and the luxury brand advantages of Pan Pacific Hotels, they effectively attracted a significant number of high-end consumers planning independent travel to Japan.

Popular Hotel Shaping

Freya Idea Works successfully transformed the “Beach Club Pool Access Loft” at Pan Pacific Orchard Singapore into a sought-after guestroom type through a unique marketing strategy. By understanding the preferences of Chinese tourists and leveraging its design expertise, Freya Idea Works highlighted the suite’s standout features, making it one of the ten most popular guestrooms among travelers.

To further amplify influence, Freya Idea Works collaborated with KOLs on the RED platform, leading to viral exposure online and attracting a significant influx of tourists. As a result, the Beach Club Pool Access Loft quickly became in high demand, often requiring guests to book well in advance.

This achievement not only demonstrates Freya Idea Works’ marketing acumen, but also reflects its keen insights into Chinese market demand. With the improving visa policies between China and Singapore, it is anticipated that even more tourists will choose Pan Pacific Orchard Singapore to experience its beautiful atmosphere in the future.

-Precision Marketing-

Precision Marketing. Freya Idea Works excels in precision marketing by effectively identifying three key market opportunities. This expertise not only demonstrates their exceptional market insights but also enables them to convert these opportunities into brand growth momentum through a flexible marketing strategy. Its marketing programs follow market trend while also considering the unique characteristics of each destination. This approach helps establish a distinctive brand image for Pan Pacific Hotels Group in various markets, achieving dual success in both brand recognition and sales growth.

Full Coverage

Freya Idea Works has developed a comprehensive communication matrix that encompasses various platforms, including Weibo, WeChat, RED, Channels and Mafengwo. Utilizing a full-chain marketing model that integrates "official account operation + RED KOL promotion + precision posting + KOS live stream commerce", it precisely reached target consumers and secured hotel booking orders effectively.

Freya Idea Works possesses a deep understanding of social platforms, user behaviors, and market trends. Its marketing programs not only align with current market hot spots, but also reflect the brand’s identity, successfully attracting loyal users while ensuring effective publicity. This award not only recognizes Freya Idea Works’ professionalism, but also signifies a new pinnacle in hotel media marketing in the digital era. Its innovative marketing ideas and professional execution set an excellent benchmark for the industry.

Company: Freya Idea Works

Contact Person: Carrie

Email: teams@freyaidea.cn

City: Beijing