Mantra Group launches brand new identity
Hotel and resort operator, Mantra Group, has taken its 128 properties across Australia, New Zealand, Bali and Hawaii, and wrapped it up into one neat package.
The group is 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, Mantra and BreakFree, with all properties now featured on one all-inclusive website, offering for the first time a single consumer brand website for all Mantra Group properties.
Mantra Group Chief Operating Officer Tomas Johnsson said the Group is embracing its future with a completely reimagined brand identity that goes beyond just accommodation and aims to target traveller’s 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 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 (see below) emphasising the brand’s holistic approach to servicing the needs of today’s travellers, which will be used across all consumer communications channels.
McCann Queensland, part of McCann Worldgroup, developed the innovative Mantra Hotels masterbrand launch campaign, titled ‘My Kind of Wonderful’ and featuring four stories inspired by real-life events, which 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.
All travel agent log-ins, access to BizBeds and Mantra Group’s affiliate program have transferred over to MantraHotels.com.
The Group’s newly launched and revitalised loyalty program, Mantra+, is also located on the new website for guests.
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