Ascott rebrands three properties

Ascott rebrands three properties

JAKARTA (JP): Serviced residence operator The Ascott Group, has rebranded three of its four properties in Indonesia to further strengthen its marketing and operations in the country, a senior executive said on Thursday.

The 206-unit Citra Regency in Kuningan, South Jakarta was renamed Somerset Grand Citra; the 92-unit Puri Darmo in Surabaya, East Java to Somerset Puri Darmo and the 249-unit Stamford Green Country Woods to Country Woods in Ciputat, South Jakarta.

The other property that the Group manages in Indonesia is the Ascott Jakarta, located in Jakarta's business district on Jl. Kebon Kacang Raya.

Country Woods' general manager Stephen R. Read said that the rebranding was part of the Ascott Groups' initiative to reorganize its 6,000 serviced residence units across Asia Pacific and London under two brands -- The Ascott and Somerset.

The Ascott brand is targeted for top executives and designed to depict a distinguished and elegant lifestyle, while the Somerset is contemporary and stylish, targeting middle to upper management executives, he said.

The rebranding ceremony on Thursday was also attended by The Ascott Jakarta's director of sales Tess Pantow, The Ascott Jakarta's general manager Melvin Lim, and Somerset Grand Citra's general manager Augustine M. Silva.(tnt)