Rebrand and new properties for Pentahotels

George Sell George Sell Uploaded 27 July 2017

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Germany: Pentahotels has unveiled a new brand identity and added hotels in Russia and Hong Kong.

Pentahotels has revealed its new 'brand message' - "We don't do normal" - introducing "a fresh and disruptive vision within the traditional hospitality industry, as the brand gears up for ambitious expansion plans in new premium destinations worldwide".

Its expansion will begin with its second property in Hong Kong which opened today and the brand's first hotel in Russia, in Moscow, opening next year.

The company says the brand refresh "reinforces the existing brand philsophy that Penta is not a hotel. Penta is a state of mind. From the roll-out of new penta PlayerPads which feature private gamer gadgets in selected suites, to its pioneering check in at the bar concept, pentahotels reinforces the 'We Don't Do Normal' persona by staying innovative, approachable and constantly pushing the boundaries."

As part of the brand refresh, the group will roll out a brand communications campaign, focusing on digital channels including an updated web presence, a brand video, social media activations, "guerrilla marketing campaigns", fresh collateral for guests, clients and investors, and a new CRM system to strengthen pentahotels' customer engagement capabilities.

"Penta's global journey has just begun," says Sonia Cheng, chief executive officer of Rosewood Hotel Group, Pentahotels' parent company. "Pentahotels has developed a strong operational structure and highly successful, cost-efficient financial system. Today, we are excited to share our revolutionary vision and renewed brand values. We are and want to be seen as bold, different, everything but normal. With its first entry in Bangkok and Moscow, and a second hotel opening in Hong Kong, pentahotels is ready to advance its plan to extend its footprint in gateway markets worldwide."

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