GHC Asia bags Accor’s regional PR business

Accor, the world’s leading hotel operator, has appointed of GHC Asia as its PR and media relations partner for its luxury and upscale brand portfolio in Greater China.

GHC will lead PR for Accor’s key luxury and upscale hotels in China comprising the Sofitel Legend, Sofitel So, Sofitel, Pullman and MGallery brands of which there are currently 40 properties including 17 Sofitel hotels, 22 Pullman hotels and the one MGallery, the Songtsam Retreat at Shangri-la.

GHC Asia’s role is to build on the reputation that Accor, Sofitel, Pullman and MGallery has established in China, raising awareness of existing properties and the core values of the brands as Accor expands its network across Greater China.

GHC Asia will also support the Accor Greater China office in Shanghai as well as Accor Asia Pacific in Singapore through media relations, PR strategy and communications in the operator’s 30th year in the country.

Gaynor Reid, vice president of communications at Accor Asia-Pacific, said China has become one of the most important markets for the group.

“GHC Asia is ideally positioned to assist our growth in the region and further establish our current and future portfolio.”

Gary Yu, China’s managing director at GHC Asia, said the agency will help Accor deliver further success in Greater China.

Accor has 30 years of development experience in Greater China and now operates 155 hotels in 61 cities across the country.