Phil. BXT Corp. rebrands Imperial Palace as JPark

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Tuesday, May 20, 2014

IMPERIAL Palace Waterpark Resort and Spa, owned and operated by Philippine BXT Corp. (PBXT), announced in a press conference last May 7 that Imperial Palace Waterpark Resort and Spa will be rebranded to JPark Island Resort Cebu (JPI) on June 1.

The decision to rebrand Imperial and the creation of the JPark brand shows the growth of Phil. BXT Corp. and its response to the growth of the Philippine tourism, the rebranding being complementary to the rebranded Philippine tourism, wittingly coined, “More Fun In the Philippines.”

An expected change of JPark is shifting from the traditional customer service to a more contemporary one. Front office manager Dorinda Lim, explained that the staff will undergo trainings so that the customer experience of guests will be a lively and delightful experience.


JPark will also include technology upgrades to enhance check-in and check-out processes as well as billing process to ensure a relatively smooth and quick transaction. There are also plans to make JPark an environment friendly resort. A go-kart area for kids will be added as well as a mini-golfing area.

Director of external affairs Reno Bacolod, was happy to add that JPark will be targeting new markets including countries in the Middle East and the Western area.

Bacolod also added that the growth of JPark will adjust accordingly with the growth of tourism in Cebu.

Phil. BXT Corp. explained that the Imperial brand was only limited to hotels which they felt was a restriction to their growth while JPark allows them to open waterparks without needing a hotel or resort attached to it. (HVO)

Published in the Sun.Star Cebu newspaper on May 21, 2014.


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