Mantra Hotels Invites Guests To Find Their ‘Kind of Wonderful’ Via McCann Qld

Mantra Hotels Invites Guests To Find Their ‘Kind of Wonderful’ Via McCann Qld

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.

B&T Magazine
Posted by B&T Magazine

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.”

CREDITS

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

Post-production: AltVFX

Editor: Joelle Baudet

Photographer: Ben Timoney