The Mira looks for style-minded travellers

Hong Kong - Miramar Hotel & Investment has renamed its 51-year-old hotel Miramar to The Mira, in a bid to reposition the hotel as more contemporary and upscale.

The branding strategy aims to make the hotel more desirable to urban, stylish and affluent travellers.

Local business tycoon Lee Ka Shing, MD for the Miramar Group said: "We are making considerable investment in this re-branding project and have appointed a team of globally noted style guru to create a blueprint and a flagship hotel, The Mira in Hong Kong."

He said the primary target market segment will be international and regional "experiential achievers", travellers who long for taste and stylish living, especially young and senior management executives, design-driven and art lovers, technology savvy travel enthusiasts.

"The creative project is a crucial factor of brand revitalization as we seek to shape a new-look hotel enterprise with a high-value target market offering higher returns," he added.

Dirk Dalichau, GM for The Mira Hong Kong, said hotels across many Asian countries and regions such as China, Singapore, Malaysia , Macau and Hong Kong have been ushering in or developing hotel brands over recent years.

"At The Mira, we are heralding an upscale stylish living and hospitality philosophy in Hong Kong and expanding it throughout Asia," Dalichau said.

A TV spot to promote its positioning will air next week with Mediacom handling media buying and planning duties and Eight Partnership overseeing the branding of The Mira.

Centrally located on Nathan Road in Tsim Sha Tsui, the interior design of The Mira underscores urban luxury and stylish taste that includes a Japanese restaurant Yamm, chocolate and coffee themed Coco and room one lounge with a spa that is in the works.