Serena Tog

Handled marketing portfolio and business review proposals for Sunway City Kuala Lumpur Hotels, three properties managed by Sunway Hotels & Resorts, the hospitality division of Malaysian conglomerate Sunway Group. The cluster of hotels forms part of the integrated development of Sunway City Kuala Lumpur, Malaysia’s premier entertainment and hospitality destination that comprises a theme park, retail mall, healthcare, residential spaces, and three universities. Omni-channel marketing strategies encompassed developing new brand standards for collaterals, digital solutions and guest experiences, targeted collaborations and activation plans that mainly focused on the brand revival of Sunway Resort, the group’s flagship property, as it underwent an extensive transformation in its 25-year history with completely reimagined spaces, including an iconic partnership with Gordon Ramsay Restaurants to house the first Gordon Ramsay Bar & Grill concept outside the United Kingdom.

Contracted to develop press releases leading up to the debut and post-launch of Higashiyama Niseko Village, Japan’s first Ritz-Carlton Reserve and The Ritz-Carlton’s first foray into Hokkaido, in partnership between YTL Hotels and Marriott International. The series of ten press releases encompass overall inspiration and concept, individual key stories and to announce the official opening on 15 December 2020.

Short-term contract based at Minor Hotels’ flagship resort in the Maldives to handle ideation, photography/videography and overall brand management for refurbished two, three and four-bedroom luxury beach pool residences, SPICE restaurant (Asian haute cuisine) and Anantara Spa. Identified post-refurbishment opportunities for Manzaru restaurant by creating an artisanal gin bar concept by day with a range of over 45 gin labels to lay claim as the largest gin bar in the Maldives, complemented by handcrafted gin cocktails and classics, Mediterranean-inspired cuisine and fine Italian specialities by night. Assisted teams from sales and marketing, e-commerce, food and beverage, and corporate office for day-to-day design and content updates of digital media and collaterals.

Contracted to develop content for website and marketing collaterals to launch Hinode Hills Niseko Village luxury residences in Hokkaido under the ownership of YTL Hotels.

Contracted for ideation and implementation of signature experiences and indigenous activities relevant to the unique locale and DNA of Anantara Kalutara Resort and Anantara Peace Haven Tangalle Resort in Sri Lanka. Role includes reviewing brand standards, photography/videography shoot management, design and content development for digital media and collaterals, adhering to corporate guidelines set by Minor Hotels.

Contracted by YTL Hotels' pre-opening team to develop the resort's brand essence and pillars, content creation, sales and marketing collaterals, including operational materials at resort level, ensuring corporate guidelines are adhered to and maintaining consistency in brand messaging throughout.

Integrated Brand, Public Relations and Digital Marketing role to lead initiatives for the YTL Hotels group and its collection of luxury properties worldwide with a central team and global Public Relations representations in key markets. Content development and extending lateral support for internal and external communications within YTL Hotels, affiliates and YTL International College of Hotel Management (YTL-ICHM) were handled on a need basis.

Contracted for three months as a freelancer to manage the local McDonald’s account before accepting a long-term contract on YTL Land & Development Sdn Bhd account handling six new cutting-edge residential and mixed-development property launches. Holistic management projects handled for YTL Corporation Berhad included the company’s 50th Anniversary Celebration with Russell Watson and the Adelaide Symphony Orchestra, Pamper Zone launch for Starhill Gallery, Climate Change Week in 2008 and 2009 that involved awareness campaigns, book launches and exclusive screenings of An Inconvenient Truth and The 11th Hour respectively.

Co-conceptualised and launched advertising on drink coasters for Dome Café and Osram light bulb as key clients. Coaster distribution via customised dispenser stands placed at cafés/bistros within Kuala Lumpur and Selangor for complimentary collection and enabling brand presence in homes.