Office Descends Into Chaos In Hilarious New Spot For Choice Hotels Asia-Pac

Office Descends Into Chaos In Hilarious New Spot For Choice Hotels Asia-Pac
SHARE
THIS


What best describes you?

Choice Hotels Asia-Pac has launched an integrated marketing campaign across Australia and New Zealand that encourages Aussies and Kiwis to take a short break to relieve workplace stress.

The ‘Need A Break’ campaign is a result of comprehensive research – both proprietary and independent consumer analysis – which identified that 67 per cent of Aussies and 65 per cent of Kiwis feel some level of stress and are in need of regular breaks from their daily grind.

In response, Choice Hotels Asia-Pac has developed a comprehensive strategy and a range of marketing initiatives to ensure taking a short break is easy and accessible to most Aussies and Kiwis – the number one stress reliever uncovered in the research study.

The end result is a multi-layered campaign, which includes the launch of the new website, the branding and wrapping of a Jetstar plane, a new TVC, large-format and location-specific outdoor advertising, targeted radio advertising within the Hamish & Andy drive show, programmatic digital advertising, a new social direction and traditional PR.

'Need A Break' campaign (Choice Hotels Asia-Pac)

The TVC (see below) will run every day of the year alongside an integrated sponsorship of Channel 9’s TODAY show.

This same creative theme is then portrayed across all other media, including the branded and wrapped Jetstar plane, which will be in the skies across the next four months.

Gravia Media (media agency), Akkomplice (creative agency) and The Prdoucers (production company) have all assisted Choice Hotels with its new campaign.

Matt Taylor, general manager of marketing at Choice Hotels Asia-Pac, said: “After 12 months of rigorous research and development, we are delighted with the end result of our creative ‘Need A Break’ campaign and feel that consumers will be inspired and uplifted by its tonality and messaging to take a well-deserved short break from their day-to-day stresses.

“We wanted to adopt an upbeat, light-hearted tone to our campaign to reflect the sense of revitalisation that short breaks provide.

“Our research confirmed 82 per cent of Aussies and 83 per cent of Kiwis feel revitalised after a short break and that, ultimately, short breaks renew a sense of happiness, healthiness, work motivation and sense of connection to partners and kids.”

This strategy also enables Choice Hotels to showcase their breadth of accommodation options across Australia and New Zealand, Taylor noted.

“Choice Hotels has over 250 properties across all major capital cities, regional gateways and rural areas across Australia and New Zealand,” he said.

“Through this offering, we can allow people to explore all areas of our two great countries. The NeedaBreak.com website will be a vital driver to facilitating this, providing a range of information, ideas and planning tools to allow everyone to get away from their daily grind.”

CREDITS

Media agency: Gravia Media

Creative agency: Akkomplice Group Australia

Creative director: Kenny Hill

Production company: The Producers

Director/DOP: Mitch Kennedy

Producer: Noelle Jones

 

Please login with linkedin to comment

Latest News

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]