24 Mar 2010
Banyan Tree Hotels and Resorts appoints EMG as its PR agency in China
[Beijing, China], March 24, 2010 - Banyan Tree Hotels and Resorts (hereinafter referred to as "Banyan Tree"), a leading international operator of premium resorts, hotels and spas, under the Singapore-listed Banyan Tree Holdings Limited corporation (hereinafter referred to as "the Group"), today announced the official appointment of EMG as its representative PR agency in China.
The Group currently operates two award-winning brands Banyan Tree and Angsana. While Banyan Tree is known for offering intimate retreat experiences featuring its signature blend of romance, rejuvenation and exotic sensuality, the Angsana brand caters more to the modern traveller seeking style, authenticity and vibrant enlivening moments. Since entering the Chinese market in 2003 with Banyan Tree Spa Shanghai, the Group has continued to establish its presence in the market with its profound growth. At present, the Group manages and/or has ownership interests in five hotels and resorts in China: Banyan Tree Lijiang, Banyan Tree Ringha, Banyan Tree Sanya, Banyan Tree Hangzhou, and Gyalthang Dzong Hotel; as well as Banyan Tree Spa Shanghai and three other standalone Angsana Spas.
EMG will be managing the overall public relations for Banyan Tree, which covers a wide range of areas such as strategic public relations planning, media relations and new media campaigns. It is expected that EMG’s services will provide strong support to the expansion plans of the Group in China, i.e. to establish 18 hotels in China by 2013. EMG will also focus on engaging social media to generate awareness of Banyan Tree, alongside other traditional print, digital and broadcast media.
Mr. Arthur Kiong, Banyan Tree’s Managing Director, Sales and Marketing, commented, “EMG presented its in-depth understanding about Banyan Tree’s brand in the bidding process and their strategic proposal is very much aligned with our needs as we prepare for our expansive growth in China. We believe that EMG can offer the necessary expertise that will bring added value to us and jointly we will achieve the goal of establishing our presence and driving greater awareness of Banyan Tree in China.”
Mr. Jason Cao, General Manager of EMG Beijing Office, said: "We are honored for to be representing a prestigious brand like Banyan Tree, and feel excited about the opportunity as well. Banyan Tree has a unique brand culture and business model. It also enjoys a high reputation in the industry. Banyan Tree has achieved remarkable development since its establishment. We are looking forward to the corporation with Banyan Tree. With our years of experiences in corporate brand positioning and media communication, as well as our extensive resources and experience in the tourism industry, we have the confidence to provide high quality service to Banyan Tree and support its development in China.”
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About Banyan Tree Hotels and Resorts
The leading international operator in the boutique resort, residences and spa industry, Banyan Tree offers a signature blend of romance and travel with a green conscience. The philosophy behind the hotels, resorts, residences, spas, retail galleries and destination club is based on rejuvenation of the body, mind and soul – a Sanctuary for the Senses. Angsana Hotels and Resorts is the ideal complement to Banyan Tree, comprising contemporary, chic and ecologically sensitive retreats. Based in areas of outstanding natural beauty and exciting city hubs, Angsana hotels, resorts, residences, spas and retail galleries reflect the spirit and communities of its environment.
To date, the Banyan Tree Group manages and/or has ownership interests in over 20 resorts and hotels, more than 60 spas, in excess of 70 retail galleries; as well as three golf courses.
About EMG China
EMG is an international leading PR agency focused on B2B areas. EMG is committed to providing its global clients a full range of marketing and communications solutions. EMG was founded in 1991 and headquartered in the Netherlands. In the Asia pacific area, EMG has offices in Beijing, Shanghai of China and Singapore. EMG specialized business areas include technology, business and finance, and tourism.
For more information please visit www.emg.nl or www.emgchina.com.