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Park Hotel Group aligns Brands

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 Park Hotel Group has strengthened the brand identity of its Grand Park tier of hotels, aligning all its five-star properties under a streamlined branding.

The move - part of an ongoing larger rebranding campaign for the group - aims to create a stronger brand identity between its five-star ‘Grand Park’ and four-star ‘Park Hotel’ tiers.

With this, the following Grand Park properties have undergone a slight name change:

• In Singapore, Grand Plaza Park Hotel City Hall is now Grand Park City Hall;

• In Yunnan, China, Grand Park Hotel Kunming is now Grand Park Kunming;

• In Jiangsu, China, Grand Park Hotel Wuxi is now Grand Park Wuxi.

Two recent acquisitions by Park Hotel Group have already been rebranded as Grand Park properties.

 In November last year, Grand Castle Hotel in Xian, Shaanxi, China was rebranded as Grand Park Xian. In December, the group made its first foray into Japan by acquiring the Hilton Otaru in Hokkaido which was rebranded as Grand Park Otaru.

“This is not just a renaming exercise. With a clear and distinct Grand Park brand evident in our hotel names, we are able to forge a strong brand identity permeating our portfolio of properties in Singapore, China and Japan,” said Mr Allen Law, director of Park Hotel Group.

The rebranding programme also incorporates the Park Hotel brand name. The portfolio comprises Park Hotel Hong Kong, the group’s first property established in 1961; Park Hotel Orchard in Singapore and the upcoming newly-built Park Hotel Clarke Quay, which is due to open in Singapore in the second quarter of 2009.

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