Hotel and resort operator Mantra Group has launched its new ‘Mantra Hotels’ masterbrand – comprising of Peppers, Mantra and BreakFree – with an innovative campaign via McCann Queensland.
Titled ‘My Kind of Wonderful’, the platform launches with a 90-second film that chronicles four unique stories of guests experiencing Mantra Hotels properties.
Featuring many intimate and personal moments experienced by travellers from all walks of life, the film takes place at Mantra Hotels properties across Australia and New Zealand.
The brand campaign accompanies the launch of an invigorated, centralised booking platform, www.mantrahotels.com – McCann Queensland’s first piece of above-the-line brand work for Mantra Group since winning the account last year.
Benjamin Davis, executive creative director at McCann Queensland, said: “Our goal was to write stories that touch people at a universally human level, to remind us that life’s value is really measured in moments – moments that while fleeting, stay with us long after we experience them. That’s what inspires travel.
Vicky Watkins, brand and marketing communications manager at Mantra Group, said: “We wanted to push the creative boundaries with this campaign to ensure we weren’t producing a stereotypical montage and music tourism ad.
“Mantra Hotels has properties in some of the most scenic locations across the globe, so including those was a given, but we really wanted to use the power of emotional storytelling to create audience engagement and cut-through.”
“In today’s commercial landscape, it can be difficult to realise longer-format, dramatically-inspired storytelling like this. Together, we ensured that what was strategically scripted, ended up on the screen. That’s really something.”
Phillippa Netolicky, managing director at McCann Queensland, added: “Ambitious and trusting clients are the portal through which we best exercise our proprietary disciplines. Find the truth, tell it well – it’s a powerful combination.
“The sweeping campaign we’ve achieved in close partnership with Mantra Group is testimony to the values we hold dearly at McCann – strategically-led, truth-based creativity. Brands need more of it.”
Agency: McCann Queensland
Executive creative director – Benjamin Davis
Managing director – Phillippa Netolicky
Account director/ agency producer – Sarah Jacobs
Copywriter/art director – Benjamin Davis
Art director – Jackie Dewar
Account executive – Lucy Stubbs
Client: Mantra Group
Brand and marketing communications manager – Vicky Watkins
Creative director – Tim Hall
Production: TAXI Films
Director – Justin McMillan
Executive producer – Andrew Wareham
Producer – Mark Bishop
Production manager – Taryn Sullivan
Director of photography – Tim Tregoning
Editor: Joelle Baudet
Photographer: Ben Timoney