Times Private Treaties Goes On A Holiday Quest

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Times Private Treaties has made investments in Club Mahindra & Zenith Leisure holidays. .

Times Private Treaties, as part of its investments in the travel industry, has partnered with Club Mahindra & Zenith Leisure Holidays.

Its strategic alliance with Club Mahindra has helped the company make a strong corporate pitch to its investors and delivered the brand a whopping 9.74 times over subscription for its IPO.

With high clutter in the travel environment, brand differentiation was essential for Club Mahindra, both to its potential customers and investors. With Club Mahindra going into an IPO, it needed to establish its brand identity and promise quickly. Its alliance with Times Private Treaties helped to launch a high decibel campaign around the proposition of a provider of a national player providing affordable family holiday destinations. A well executed corporate brand building campaign married with a product campaign gave the brand necessary visibility. The success of the IPO was a good measure of how Club Mahindra had gained from the strategic alliance but, more importantly, the advertising campaign had set base for a strong brand recognition of a national player.

The recent investment in Zenith is geared to tell a more evolved story. Zenith has positioned itself as a “one window” that covers the gamut of MICE besides providing services in ticketing, holidays, events and promotion programs, reward and recognition programs, training workshops, offsites and schools and colleges. Zenith’s wide basket of services positions it at the centre of a highly competitive industry where brand recognition is essential. The Times Private Treaties model may be just the kick start the industry needs given the return of business in the travel and tourism segment in the last fiscal after a poor 2008.