Peppermint, a new name in the boutique and value priced hotels in India, has assigned its advertising and media duties to HVS for their upcoming 32 hotels in the country. The PRactice will be handling the public relations for the brand.
HVS, with a network of 30 offices, is a global consulting and services organisation focused on the hotel, restaurant, shared ownership, gaming and leisure industries.
Arjun Baljee, Managing Director, Peppermint Hotels, told exchange4media, “We are creating a new niche, fun and young brand of hotels. We want to change the notion that boutique hotels are expensive while budget hotels are cheap and establish ourselves as the mini cooper of the hospitality industry.”
He further said, “HVS came on board a month ago and since then, it has been handling our all marketing and advertising related activities. From pre-launch to launch, they are taking care of all the campaigns.”
The company had not called for a pitch and appointed the agency after considering its name in the market. HVS will also look after the brand’s digital presence. Baljee said, “Our website is now functional and we already have a decent fan base in Facebook. The website is equipped with all the prevailing online tools.”
The first of the 32 hotels became functional in Gurgaon two weeks ago. “We have geared up for ads, promotions and have tied up with local partners and micro-markets. We are also looking at deals with corporate houses and travel agents,” Baljee said, adding they were purposely not getting into marketing via SMS as they considered it to be an invasive form of advertising.
Meanwhile, Peppermint has entered into an alliance with Lavazza and also tied up with Wonderline to create unique signature restaurants and hotel bars such as Mingsingh, the hotel’s own take on Indian Chinese food; Crave; Aiyayyo; Balle Club; and Eat Etc. The group is willing to offer franchises for each of these unique concepts.
Peppermint also plans to launch its hotels in Jaipur and Jodhpur by the end of September and October, respectively, followed by launches in Baroda, Bangalore and Goa.