(MENAFN- PRovoke) SINGAPORE – Raffles Hotel Singapore has appointed global communications agency Allison Worldwide as its strategic communications partner as it looks to refine its communications strategy to reflect both its enduring legacy and its contemporary leadership, the agency told PRovoke Media exclusively.

The appointment will see Allison provide strategic counsel, media relations, and engagement support to strengthen the hotel's brand positioning, enhance leadership visibility, and deepen its cultural resonance.

The appointment follows a strategic reassessment of the hotel's previous agency partnership, prompted by a need for a communications approach grounded in long-term brand storytelling. Raffles Hotel Singapore identified the opportunity to move beyond tactical execution and toward a more purposeful, insight-led narrative: one that reaffirms the hotel's place at the heart of Singapore's shifting cultural and hospitality landscape.

“We were seeking a partner who could bring clarity, strategic depth, and a refined approach to storytelling. Allison stood out for their ability to honour our heritage while helping us shape a modern narrative: one that deepens discovery and reflects Raffles' evolving place in Singapore's cultural and hospitality landscape,” said Jesmine Hall, director of commercial marketing at Raffles Hotel Singapore.“Their understanding of the media environment and ability to prioritise what matters most will be key to meaningfully amplifying our brand.”

Allison will work closely with the hotel's leadership to spotlight key initiatives, including: the Queen Bee programme nurturing the next generation of hospitality stewards, managing director Christian Westbeld's vision for the hotel, and the hotel's role in shaping Singapore's cultural and culinary identity ahead of the SG60 milestone (marking Singapore's 60th year of independence in 2025).

Across Asia Pacific and beyond, Allison has partnered with leading hospitality and travel brands to craft communications strategies that resonate across cultures and markets.

“Raffles Hotel Singapore is more than a landmark; it is a symbol of enduring excellence and cultural significance. We are honoured to support the next chapter of its story,” said Jeremy Seow, APAC Chief Operating Officer at Allison Worldwide.“Our role is to bring strategic clarity and integrated communications thinking to a beloved brand that continues to define luxury – not just through heritage, but through its ability to elevate with intention and lead with purpose.”

Established in 1887, Raffles Hotel Singapore is one of the world's most iconic 19th-century luxury hotels. While its heritage and architectural grandeur remain central to its identity, the hotel continues to refine its identity – blending timeless elegance with a forward-looking spirit that defines modern hospitality.

MENAFN28112025000219011063ID1110409285