Mercure hotels, Highlands Coffee join forces for promotion campaign
By Mong Binh in HCMC
Three hotels operating under the Mercure brand of Accor Group in Vietnam on Tuesday announced their partnership with Highlands Coffee of Viet Thai International Joint Stock Co. in order to jointly promote their products and brands in this market.
The partnership brings together two brands in a promotional campaign that will offer any buyer of the latest drink Jelly Freeze at the shops of Highlands Coffee nationwide an opportunity to win a three-night stay in a suite at Mercure Hue Gerbera, Mercure Dalat Hotel Du or Mercure Hanoi La Gare.
The winners of four major prizes chosen by a lucky draw scheduled for May 14 will also receive breakfast, a round of golf, air tickets and airport-hotel transfers, spa treatment and/or a city tour depending on the Mercure hotel chosen for the winners.
The campaign is beneficial not only to coffee lovers but also Mercure hotels and Highlands Coffee to further promote their brands and to introduce their products and services to both local and foreign guests.
Raphaela T. Galang, retail operations manager of Viet Thai, told the Daily after the partnership announcement that the Mercure brand would go along with the promotion at Highlands Coffee outlets in Vietnam.
Tony Chisholm, general manager of Mercure Dalat Hotel Du Parc, said it was anticipated that the partnership would build a strong awareness of the two brands as both Mercure and Highlands Coffee had the same target market of Vietnamese and expatriates who are independent, confident and looking for product quality.
“We feel that it is a wise decision to partner with Highlands Coffee because it is one of Vietnam’s strongest brands,” Chisholm said. He added that Highlands Coffee shops attracted a huge number of guests including international leisure and business travelers, expatriates and Vietnamese.
“This is exactly the target market we have for the Mercure brand,” Chisholm said. “We hope the partnership will give a great exposure to Mercure hotels in Vietnam.
A Mercure hotel has been opened in the Central Highlands resort city of Dalat, the former imperial city of Hue in central Vietnam and the capital city of Hanoi. In February, Accor announced the opening of the 110-room Mercure Hue Gerbera.
Chisholm said Mercure was a developing brand in Vietnam alongside Accor’s well-established brands Sofitel and Novotel of the largest international hotel operator in Vietnam.
Accor Group operates 13 hotels throughout Vietnam under the Sofitel, MGallery, Novotel and Mercure hotel brands.