Hotel Online
News for the Hospitality Executive

Softscribe Inks Joint Venture with LEAP Integrated
 Marketing Solutions in Singapore

Expands Internet Public Relations and Marketing Services to Asian Markets to Support
Clients’ International Growth

ATLANTA, April 21, 2009 - Softscribe Inc., a technology Internet public relations firm that drives sales for companies targeting the green tourism and hospitality, green government and related markets, today announced it has formed a joint venture with LEAP Integrated Marketing Solutions, with a presence in Singapore, Shanghai, Beijing and Hong Kong, to provide reciprocal public relations and marketing services that support the international growth of both firms’ clients.

“We believe that centrally created marketing strategies are more effective when executed locally, particularly in Asian markets and EMEA,” said Michael Squires, president and CEO of Softscribe Inc. “Experts predict the strongest geographies in 2009 will be in Asian markets, the Middle East, and the non-U.S. Americas, so this joint venture is a natural step in the value our 10-year-old firm delivers to our clients. After a thorough search, we found a partner who shares our culture of results-oriented professional excellence.  LEAP Integrated Marketing Solutions is the best in its class.”

Michael Squires, president of Softscribe Inc., talks about the five distinct Asian markets.

 More information:  China, from Spaces to Places

Based in Singapore with affiliations in Hong Kong, Shanghai and Beijing, LEAP Integrated Marketing Solutions will enable Softscribe’s clients to expand to Asian markets, while Softscribe will provide support for LEAP clients who wish to extend their footprint to North America. The partners’ first shared client is The Rainmaker Group, a world leader in automated profit optimization software and services for gaming hospitality and multifamily housing. Rainmaker recently opened a regional office in Singapore as part of its expansion into the Greater Chinese and South East Asia markets.
Growth is all about relationships and managing face value or “mianzi”

The Softscribe/LEAP partnership provides valuable counsel and execution to clients like Rainmaker on the best way to do business in multiple Asian markets. Wye Leng Wong, LEAP’s founding co-director, offers these tips:
  • Realize each market in Asia is unique.  The culture, tradition, mentality, business practice, and consumer behavior differ from country to country and even city to city.  Observe and understand these differences and adapt your business model to the locale. A one-size-fits-all approach does not necessarily work.
  • Observe the importance of face value or “mianzi”. Mianzi is the Chinese term for prestige, dignity, respect — a vital ingredient in all relationships, especially when dealing with Asians including seniors, experts and business veterans. All across Asia, “giving face” refers to having esteem for your business associates and showing it through the utmost courtesy and regard.  Maintaining your own “mianzi” or reputation is equally important.
  • Control the financial aspect at all times.  When venturing into business with foreign partners or in any business dealings, establish firm control of the financial side from the outset.
“LEAP is indeed very excited with this collaboration,” said Lynn Yeow, also a founding co-director of the firm.  We believe that there is a great synergy between the two teams to provide an integrated service and broader network to our clients.”
Ms. Wong created Chinese names for Michael Squires and Julie Keyser-Squires, CFO of Softscribe Inc.: 
Michael Squires:  施任洋  (pronounced Shi Ren Yang, which translates roughly as ‘man with confidence of blue ocean.’)
Julie Keyser-Squires: 施悦俐 (pronounced Shi Yue Li, which could translate as “joyful, strong woman with beautiful connection skills.”)
About LEAP Integrated Marketing Solutions
LEAP Integrated Marketing Solutions is a consultancy providing highly effective publicity and marketing strategies for premium lifestyle brands and the hospitality / tourism industry.  Covering Shanghai, Beijing, Hong Kong, Singapore and other cities in Asia Pacific, we offer comprehensive, cost-effective single-source solutions to meet all your marketing communications needs.  Our esteemed clients include The Rainmaker AP, Pacific Coast Feather Company AP, National Cancer Centre Singapore, Hotel Mulia – Senayan, Jakarta, and The WaterHouse at South Bund, Shanghai opening in 2009.  For more information, please visit
About Softscribe® Inc.
Softscribe Inc. leverages ten years of proven experience, deep domain expertise, and fresh client-tailored Internet public relations and marketing programs to help companies targeting the green tourism + hospitality, green government and related markets drive sales and reach their business goals.   We do this with an emphasis on relationships and a customized blend of social media + traditional public relations + technology-based solutions.  We are proud of our best-in-class clients, which include Aptech Computer Systems, Inc., Gold Key Solutions, Flyte Systems, Hawaiian Mahogany, hotelSystemsPro, JDA Software, NORTHWIND Maestro-PMS, The Rainmaker Group, SRA International, TravelCLICK and many other leading technology and service companies.  We would love to help you, too. For more information please visit


Wye Leng Wong
LEAP Integrated Marketing Solutions
011 65 9826 4097
Lynn Yeow
LEAP Integrated Marketing Solutions
011 65 9868 3848
Julie Keyser-Squires, APR
Softscribe Inc.


Also See
Softscribe Inc s Eye on Innovation solution series: Yield Management with Two-Way GDS / March 2009

Softscribe Launches Video Email Snacks / One-Minute Video Face Mails Create Personal Messaging Experiences, Up to 25% Jump in Click Throughs / January 2009

Softscribe to Sponsor Youth Birding Competition for 4th Consecutive Year; Committed to Helping Young People Build Lifelong Learning Habits and a Respect for Nature, PR Firm Helps Georgia DNR Program Soar / November 2008

Softscribe® Inc. Renews Five Existing Hospitality Clients; Trust, Partnership, Futuristic Thinking and Increased Sales Cited as Renewal Reasons / July 2008

Softscribe® Inc. Execs Identify Key Hospitality Trends: New Media, 'Green' Top the List; High level trends from three 1Q'08 Conferences are: New media creates online communities; Green is the new luxury; Hoteliers are tasked to make foreign visitors feel welcome / April 2008

Softscribe® Inc. Boosts Sales for New Client Flyte Systems with Benefit Message Campaign; Public relations strategy aids Flyte Systems to surpass forecast / March 2008

Softscribe Inc. Spins Off Keyword Research, Website Optimization as Standalone Products; Hoteliers can increase online bookings. Clients JDA, Aptech deploy new keywords, optimized Web pages to boost search engine visibility, increase sales / June 2007

Softscribe® Inc. Wins Two New Clients; MEGA International, The Rainmaker Group Boost Visibility, Growth / September 2006

How a Flattening World Impacts Hoteliers / John Burns, Julie Keyser-Squires and Michael Squires / July 2006

Softscribe Inc. Launches College Intern Program; Adam Travis, business major at Georgia State University, tapped as first intern / June 2006

Softscribe Inc. Sponsors Georgia’s First Youth Birding Competition; Team Event for Teens Develops Professional Abilities: People Skills, Goal Achievement, Respect for Nature / May 2006

Five Tips for Driving Sales through Search Engine Optimized Public Relations Writing / Polly Wade / February 2006

Customer Stories Drive Sales and Reduce Marketing Costs / Julie Keyser-Squires / January 2006

Leading Tech Vendors Drive Sales with Online PR / Softscribe Adds Online PR Product to Fuel Technology Clients’ Sales Growth; Debuts New Website / November 2005


To search Hotel Online data base of News and Trends Go to Hotel.OnlineSearch
Home | Welcome| Hospitality News | Classifieds| One-on-One |
Viewpoint Forum | Industry Resources | Press Releases
Please contact Hotel.Onlinewith your comments and suggestions.