Rebrand of City Inn as Mint Hotel

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In November 2010, we delivered a targeted one month media campaign for existing client, hotel group City Inn, as the company underwent a full rebrand and changed its name to Mint Hotel.

2010 was a year of significant growth for the company, which was set to launch two new hotels, the first at the Tower of London and the second – its first European hotel – in Amsterdam opening in 2011.

The company decided that the lead up to the two new openings was the ideal time to rebrand, marking a new era for this progressive hotel group. The decision to rebrand was made following external research which recognised that there was a misperception of the brand in the marketplace. Perceptions did not match the outstanding customer approval of City Inn which was being compared with budget, chain hotels despite the four star experience and exceptional value that it offered.

Working in partnership with BGB, our task was to communicate the rebrand across each of the five regional Mint Hotel locations, as well as in the MICE media trade press – a key target for the hotels which are designed for business travellers. All media communications were managed under strict embargo to enable the significant internal operational and communications requirements to be fulfilled and to create maximum media impact on launch day.

We offered exclusive interviews to key trade magazine The Caterer and Hotelkeeper which featured the rebrand alongside a preview of the new Tower of London hotel in launch week. To coincide with the installation of new signage and marketing materials in the five regional hotels, we sold-in tailored media advisories in time for publication on launch day.

Essentially a business story, we have built up strong contacts in the consumer and travel press regionally and nationally over a period of eighteen months and to inform them of the rebrand, we distributed media advisories, accompanied by a mint scented candle, to our extensive contacts list.

In just four weeks, we generated more then 30 pieces of coverage, with news pieces appearing in each of the hotels’ key local daily newspapers as well as online and in trade press. The campaign also sparked a series of new requests from journalists to review the hotels.