Tremayne Carew Pole is founder and managing director of Hg2 | A
Hedonist's guide to, a luxury city guide series. Launched in 2004
with six titles, Hg2's range now includes 18 city guides, two
restaurant guides and a guide to Life. All are written by leading
journalists and are focused on the best a city has to offer, from
chic boutique hotel, to off the beaten track restaurants and
stylish martini bars (apart from Life, which is focused on weighty
issues such as How to Eat Lobster in a Warzone and Sex Party
Etiquette).
In this video interview the successful entrepreneur talks about
how the idea for Hg2 started from a bad guide book experience
during a weekend in Budapest. Carew Pole realised a gap in the
market for a guide book that offered a unique city experience
emphasising on boutique hotels, well-kept-secret restaurants as
well as the best nightlife.
He offers expert advice on publishing and relates to his
experience of self publishing and taking risk. Tremayne also speaks
of hiring a design agency to create the minimalist branding suited
to Hg2 and marketing through word of mouth. On the technology side,
developing a website was always part of the long term strategy of
Hg2 and the founder of the company talks about how traffic on the
site has increased greatly and the shift in product consumption
from book to online format. Tremayne also refers to aggregating
people into the business and embracing the outside world rather
than competing against it.
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