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Mantra Group Get Tough On Search Engine Marketing

October 29, 2013 Corporate No Comments Email Email

Mantra Group has sent a strong message to agents targeting their hotel brands – Peppers, Mantra and BreakFree – in an online environment through paid search marketing activity, vowing to cut off inventory supply or further legal action if the practice persists.

“We have invested heavily in building and protecting our brands in the online environment and continue work with agents who add value to the distribution chain, but we will not tolerate parasitic business practices that detract from our brand integrity,” said Mantra Group’s Executive Director – Sales, Marketing & Distribution, Kent Davidson.

“A collective stance against this activity will send a strong message to these agents that the industry is diligently monitoring this space and will take action.”

Offending agents have been instructed to cease placing bids for any of Mantra Group’s trade marks or brands; deploy negative phrase match functionality with applicable search engine providers and immediately cease using Mantra Group’s trade marks and brands in URLs.

A written undertaking from the offending agents that they will adhere to these instructions is required or further action will take place.

Mantra Group has successfully fought and won previous trade mark cases in the Federal Court and, if required, will not hesitate to do so again.

“We are seeking compliance from these parties and hope the due process will occur, however we are prepared to take further action to recoup revenue lost through consumer traffic being diverted as a result of this activity,” says Davidson.

Mantra Group is a leading manager and marketer of hotels and resorts in Australia and New Zealand, commencing its venture into Asia in 2013 with the opening of two resorts in Bali, Indonesia. The Group owns and operates three well-known and trusted brands – Peppers, Mantra and BreakFree. With over 114 properties and 15,000 rooms under management, Mantra Group is the second largest accommodation operator within Australia. The Group is positioned to offer both leisure and business style accommodation ranging from self-contained apartments to luxury resorts and retreats.

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