Starcom Singapore wins Banyan Tree global account

Singaporean hospitality company Banyan Tree Hotel & Resorts has handed Starcom Singapore its global media business following a review.

The company is understood to have previously worked with MEC – now Wavemaker – and PHD. The former did not take part in the pitch’s final round, which saw Starcom go head-to-head with independent media agency Leverate.

Starcom was unable to disclose the length of the contract.

The account will cover 17 markets including Singapore, Indonesia, Thailand, Malaysia, South Korea, Greece, Morocco, Mexico, Maldives, Seychelles and Mauritius.

According to Starcom, the remit will include “performance-driven strategy and activation to be delivered with data and technology-enabled solutions” for hotel and resort brands including Banyan Tree, Angsana, Cassia, and Dhawa.

The hotel currently manages more than 40 resorts and hotels, plus a number of spas and retail complexes in 28 countries.

“We’re extremely proud to be partnering with a Singaporean brand that has made its mark in luxury-hospitality across the world. Throughout the pitch and transition discussions, trust and openness allowed us to discover previously untapped opportunities that Starcom will be implementing for the brand with the support of specialised capabilities and practices,” said Ian Loon, managing director, Starcom Singapore.



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