Here comes the M brand

Millennium & Copthorne Hotels is launching a new hotel brand - M Hotel - later this year. The first to be rebranded will be Copthorne Harbour View Singapore after completion of its refurbishment, M&C International senior vice president Roy Tan Hardy said. Other possible M hotels are Millennium Bailey's in London, Millennium Sydney and possibly one of the two towers at Singapore's Orchard Hotel, he said. M would be M&C's third brand name - Millennium and Copthorne being the other two. M's branding would be similar to Millennium - the group's four-star deluxe brand - but targetted at a younger clientele. M&C has been using the Copthorne name in Singapore as it has been barred from using Millennium following a suit by Pontiac Marina, which owns Millenia Singapore. "A lot of people, whenever they think of Harbour View think of Dai-Ichi (the previous name) and that evokes images of the 1970s and the related historical baggage," said Tan Hardy. "It was clear that we needed to establish the identity and the product. "M is going to represent a new generation of business hotels with the tagline - everything you want but nothing you don't need," he said.

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