Following a global brand push in 2011 to breathe new life into Singapore’s pioneering hospitality brand and mark its growing presence in key international markets, multi-awarded Meritus Hotels&Resorts unveils a TVC campaign that fittingly celebrates the brand’s Asian heritage and four decades of signature Meritus hospitality.

Dubbed “The Meritus Touch,” the full, 60-second advertisement features the iconic Meritus Ambassador cutting a graceful silhouette in her red cheongsam, as she embodies the revered tradition of Asian hospitality – from the warmest greeting to the meticulous attention paid to every little detail as she prepares to welcome guests.

“As a brand, our service philosophy remains centered on Asian grace, warmth, and care as the essence of the Meritus experience we consistently deliver to our guests. This is what we will continue to build on to set us apart from the pack, and as we move ahead with the times,” explained Michael Sengol, Chief Executive Officer, Meritus Hotels&Resorts.

“We are all about making the ‘Meritus Difference’ at every customer touch point. The experience we bring is inspired by the genuine care we have for guests, and the warm, intuitive service by our people. Through this campaign, we hope the personality of our brand shines through and connects strongly with our audiences.”

A 30-second, cut-down of “The Meritus Touch” video takes over the airwaves in a series of television advertisements slated throughout the first half of 2012, reaching households across Southeast Asia, Mainland China, Oceania, and the Middle East, to name a few.

The full version of the TVC material is also featured on Meritus hotels’ in-room TV systems, and online through the brand’s social media channels and at www.meritushotels.com .

Meritus Hotels&Resorts, the Hospitality Division of Singapore Exchange-listed Overseas Union Enterprise Limited (“OUE”), was recently awarded Singapore’s Most Popular Heritage Brand by the Singapore Prestige Brand Award Association.