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Mantra Group Consolidates Portfolio Into New Masterbrand - Mantra Hotels

Column: industry Tag: Mantra Group,Mantra Hotels,single consumer brand Published: 2017-06-28 17:17 Source: Author:

Mantra Group Consolidates Portfolio Into New Masterbrand

Mantra Group, has united the Group's 128 properties across Australia, New Zealand, Bali and Hawaii, consolidating its multi-branded portfolio into a new single consumer brand, known simply as Mantra Hotels.

The new Mantra Hotels masterbrand represents the Group's three brands - Peppers, which offers distinctive stays in outstanding settings; Mantra, which combines convenient locations with stylish comfort; and BreakFree, renowned for providing a relaxed ambience at family-friendly prices - with all properties now featured on one all-inclusive website, MantraHotels.com, offering an overarching consumer brand website for all Mantra Group properties for the first time.

Showcasing the company's entire portfolio and suite of experiences, the new dotcom website conveniently provides curious connected travellers with the experiences they seek in one location and is reflective of the company's ongoing expansion strategy into new international markets.

Mantra Group Chief Operating Officer Tomas Johnsson said the Group is embracing its future with a completely reimagined brand identity that showcases the Group's exceptional offerings and appeal as an integral part of contemporary travellers' aspirations.

"Our new Mantra Hotels masterbrand reflects our intent to encourage guests to live life outside the square and reaffirms our commitment to facilitating genuine and trusted experiences in a meaningful way," said Mr Johnsson.

"We do this by providing spaces with options, where guests can tailor things to their liking within four walls... because only then can they reconnect with what's important to them and discover their own kind of wonderful beyond those walls."

As part of the rebranding, the Group has launched a new Mantra Hotels logo (attached) emphasising the brand's holistic, organic approach to servicing the needs of today's travellers, which will be used across all consumer communications channels.

McCann Queensland, part of McCann Worldgroup - the world's largest agency network, developed the innovative Mantra Hotels masterbrand launch campaign, titled 'My Kind of Wonderful' and featuring four stories inspired by real-life events, which Mr Johnsson said was a bold move, amplifying the brand's belief that the best travel experience begins with a space to make your own.

The campaign includes television, social and video advertising, a new brand look and logo, and enhanced social media platforms.

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