Penta Hotels Pitch

Slide 1: pentahotels t7F London 21/02/08 ALL RESERVED Explaining how t7F London can add value to the team behind pentahotel Reading 1

Slide 2: New 2 t7F London 21/02/08 ALL RESERVED

Slide 3: ambition re-engineer edit and innovate no stars brilliant essentials no frills t7F London 21/02/08 ALL RESERVED destination 3

Slide 4: & it’s NEW 4 t7F London 21/02/08 ALL RESERVED

Slide 5: ambition design-led unique philosophy PROFESSIONAL INFORMALITY part of the revolution t7F London 21/02/08 ALL RESERVED 5

Slide 6: essential luxury relevant quality modern appeal attractive pricing ideal for customers whose tastes and expectations have moved on t7F London 21/02/08 ALL RESERVED 6

Slide 7: target assumptions 25 - 40 35 - 50 25 – 50 mass affluent sophisticated up to a point high, not traditional, standards still quite conventional t7F London 21/02/08 ALL RESERVED 7

Slide 8: Reading launch pad template test market t7F London 21/02/08 ALL RESERVED 8

Slide 9: We think we can add value to the marketing of pentahotels t7F London 21/02/08 ALL RESERVED 9

Slide 10: definition direction communication expression t7F London 21/02/08 ALL RESERVED 10

Slide 11: deﬁnition? interrogate formalise: essence promise values tone CLARIFY t7F London 21/02/08 ALL RESERVED 11

Slide 12: Delivery brand tight parameters manifesto distillation online and offline t7F London 21/02/08 ALL RESERVED 12

Slide 13: 13 t7F London 21/02/08 ALL RESERVED

Slide 14: why? precision No rigour manage expectation Deviation inform + reassure excite t7F London 21/02/08 ALL RESERVED 14

Slide 15: why? anticipation media shorthand third party relationships staff on message t7F London 21/02/08 ALL RESERVED 15

Slide 16: direction? identify + segment understand t7F London 21/02/08 ALL RESERVED 16

Slide 17: direction? identify + segment why? understand precision accuracy no wastage t7F London 21/02/08 ALL RESERVED no mis-communication 17

Slide 18: audiences 3 key segments: local mass afﬂuent corporate event-led t7F London 21/02/08 ALL RESERVED 18

Slide 19: audiences local mass affluent • household income £40,000+ • live within 40 miles … and discerning t7F London 21/02/08 ALL RESERVED 19

Slide 20: audiences local mass affluent • household income £40,000+ • live within 40 miles … and discerning I tend to go for premium rather than standard goods / services. I try to go somewhere different on holiday every time. You should seize opportunities in life when they arise. How I spend time is more important than the money I make. I like to pursue a life of challenge, novelty and change. t7F London 21/02/08 ALL RESERVED I often do things on the spur of the moment. What I want most in life is to have fun + enjoy life’s pleasures. 20

Slide 21: 875,000 individuals my car should catch people’s attention 278 I like innovative cars 272 I like to drive fast 272 I read financial pages of my newspaper 264 I attend live music 346 I attend the theatre 254 I go to art galleries 245 I go to leisure centres 183 t7F London 21/02/08 ALL RESERVED 21

Slide 22: 875,000 individuals my car should catch people’s attention 278 I like innovative cars 272 I like to drive fast 272 I read financial pages of my newspaper 264 I attend live music 346 I attend the theatre 254 I go to art galleries 245 I go to leisure centres 183 t7F London 21/02/08 ALL RESERVED 22

Slide 23: Collaboration direct market through brand affiliations BMW 378,000 owners Audi 284,000 owners Mercedes 281,000 owners Audi index 592 Mercedes index 395 BMW index 344 and local music / theatre venues mailing lists. t7F London 21/02/08 ALL RESERVED 23

Slide 24: communication? right channels high impact opportunities offline / online balance manage phases it’s coming it’s arrived it’s here t7F London 21/02/08 ALL RESERVED 24

Slide 25: BRAND ADVERTISING AFFILIATIONS local SMEs weekend CENTRAL DIRECT non EXPERIENCE corporate COMMS MARKETING resident IDEA event led VFR t7F London 21/02/08 ALL RESERVED ONLINE PR 25

Slide 26: From integrated narrative to… convergence … a story that unfolds across t7F London 21/02/08 ALL RESERVED different platforms 26

Slide 27: BRAND ADVERTISING AFFILIATIONS individual DIRECT EXPERIENCE individual MARKETING individual t7F London 21/02/08 ALL RESERVED ONLINE PR 27

Slide 28: different aspects of brand story presented to different parts of target audience relevant everyone has something but also something to share / trade connects with other networks each audience network ﬂuid community all exist together in a t7F London 21/02/08 ALL RESERVED 28

Slide 29: corporate audiences 29 t7F London 21/02/08 ALL RESERVED

Slide 30: corporate audiences create distance congruent media partnerships: wrap + ad + endorsement same technique to local market t7F London 21/02/08 ALL RESERVED 30

Slide 31: The really interesting thing is the connections between networks of staff from corporate clients and networks of potential customers t7F London 21/02/08 ALL RESERVED 31

Slide 32: BRAND ADVERTISING AFFILIATIONS individual Your customers are trading information DIRECT EXPERIENCE individual MARKETING - join them. individual t7F London 21/02/08 ALL RESERVED ONLINE PR 32

Slide 34: A simpliﬁed demonstration 34 t7F London 21/02/08 ALL RESERVED

Slide 35: Overlapping networks Flood generated 5,678 members 14 uploaders in ‘staff’ group ‘Newbury staff’ 156 entries 1,607 members using ‘vodafone’ tag t7F London 21/02/08 ALL RESERVED 1,376 ‘easy’ find 35 staff blogs

Slide 36: Connected to Reading local alumni extended networks ads to follow IPs Facebook +500 groups @ +200 members t7F London 21/02/08 ALL RESERVED corporate and staff entries 36

Slide 37: What can you do now? 37 t7F London 21/02/08 ALL RESERVED

Slide 38: Tell Connect Show 38 t7F London 21/02/08 ALL RESERVED

Slide 39: Social Networks Tell “…A bigger role than ever….no company, government or NGO can afford to ignore them…” Show “…will become the dominant channel for viral marketing campaigns…” “…will become the primary arena for highly targeted marketing and advertising…” Connect “…Consumer power will manifest itself through t7F London 21/02/08 ALL RESERVED social networks….” (Experian Hit Wise Report January 2008) 39

Slide 40: Expression of a buyable ‘new’ that connects t7F London 21/02/08 ALL RESERVED 40

Slide 41: Product ideas The done deal Captain’s table reinvented Kinko’s Daily pleasure Mobile taster Railway walk-up t7F London 21/02/08 ALL RESERVED 41

Slide 48: Tuesday eCRM type communication 48 t7F London 21/02/08 ALL RESERVED

Slide 50: Adding value definition direction communication t7F London 21/02/08 ALL RESERVED expression 50

Slide 51: How can we help? flexibility fully integrated package some parts just ideas prefer relationships can do ad hoc t7F London 21/02/08 ALL RESERVED 51

Slide 52: Thank you for your time. Robert & Philip 020 7843 9450 t7F London 21/02/08 ALL RESERVED 52

Slide 53: barter? the collateral you’ve got to help pay for the collateral you need £10million media value from just £3million cash t7F London 21/02/08 ALL RESERVED 53

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