Sino: Distinction through Digital Hospitality

Sino Group

Mirum | Hong Kong | 2019-05-31

Keywords: Web Application | Marketing Campaign

words | minutes read

Every city hotel is unique in its identity. We want to bring out the character of the hotel through bespoke photography and content. Elevating Sino's brand with a consistent look and feel.

The Ask

A trusted name in the hospitality industry, Sino Hotels owns a growing portfolio that comprises properties across Hong Kong and Singapore. Its corporate website serves as a portal that provides visitors with an overview of the main group operations and consolidates all of its hotels under one brand domain.

Although the original websites for each of its Hong Kong properties––The Royal Pacific, City Garden Hotel, Island Pacific Hotel, and The Pottinger––already contained user-friendly features, they had to be revamped as part of a major rebranding exercise that included refurbishments to the hotels’ interiors.

The Idea

Inspired by the distinct characteristics of each hotel and their locales within Hong Kong, we wanted The Royal Pacific, City Garden Hotel, Island Pacific Hotel, and The Pottinger to have unique individual identities that were grounded on Sino Hotels’ core vision of ‘providing the best possible services and facilities to create a home away from home’.

We revolved our creative approach around communicating the main brand’s authentic and approachable persona – using language and imagery that is understated rather than over-stylised. Besides updating the tonality of copy and photography on each website, we were also mindful to ensure that all their contents remained engaging and entertaining.

To provide an intuitive browsing experience for travellers on-the-go or on their desktops, we optimised all the websites for agnostic devices so that they adapted and adjusted according to different screen sizes. On top of versatility, efficiency was also key outcome, as we enabled visitors to find any information they needed in less than three clicks.