Partner Success Stories
Aparthotel Hospitality Company Spurs Growth Through Acquisition
Mint House’s Challenge
Mint House is a professionally managed apartment rental solution that combines the comfort and functionality of a short-term rental with the consistency of a premium hotel. After a year of working with Carve, Mint House acquired a competitor, expanding its market presence and nearly doubling its portfolio.
This marked Mint House’s first acquisition. With a small in-house communications team, it trusted Carve to be part of the inner circle to begin working on the announcement. The company tasked us with creating a detailed media plan that ensured we’d secure meaningful coverage at the time of announcement. The goal was to position Mint House as an alternative hospitality leader while also providing stakeholders with tangible proof that the company can drive industry conversations.
Results Over a 1-Week Period Included
Media Placements:
21
Media Impressions:
71,541,696
Average CSS Score:
9.3/11
Podcasts:
2
The Carve Solution
Carve positioned Mint House’s acquisition as a pivotal step in their growth journey, and ensured that message resonated with both investors and partners alike. By aligning the announcement with Mint House's long-term vision of the future of hospitality – apartment-style stays with the consistency of hotel-level service – Carve reinforced the brand’s standing as a hospitality industry leader and category disruptor.
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We could stop at hospitality trades, but we didn’t. Carve focused on hospitality plus travel, M&A, business, and finance media, tailoring our messaging to suit each vertical’s perspective. For example, for hospitality trades, like Hotel Dive and Skift, we led with how the acquisition strengthens Mint House’s position as an alternative to traditional accommodations. Finance media (including Fortune Term Sheet and FinSMEs) heard more of the strategic growth story — how this acquisition accelerates Mint House's national expansion and positions them as a category disruptor.
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Because this acquisition date and final details were moving targets, Carve had to act fast and remain flexible. This meant prepping media lists, a press release, and media briefs with anticipated questions as early as possible while the acquisition was in the works. With details changing up to the announcement date, Carve needed to work closely with both Mint House and the media to ensure that details and documents were communicated appropriately.
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Outreach happened while press materials were still in flux. We connected with the media under a strict embargo to line up story opportunities ahead of the announcement. We understood the sensitive nature of the information, including the fact that most employees wouldn’t be in the know. To maintain trust, Carve had to ensure employees were informed of the news by executives before they read it online. Trusting journalists to honor the embargo while allowing them enough time to craft a story and remaining a solid resource was the driving force of success here.
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As we secured opportunities, our inboxes lit up with questions and interview requests from journalists. Carve worked in lock step with Mint House for five days straight (pre and post-announcement) to manage the influx and ensure we remained steady in our goals and messaging. This work must be handled in real time – the media wants a high-touch experience and to know they’re sharing valuable news with their readers, and Mint House wants timely exposure for their announcement. We were able to accomplish both.