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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