Vibe Hotels Get A Rebrand Courtesy of Jack Watts Currie

Breakfast tray on a bed
SHARE
THIS



TFE Hotels is set to launch a new strategic positioning for its Vibe Hotels brand.

The brand revitalisation will kick off with the opening of Vibe Hotel Marysville in early 2015.

An extensive marketing campaign will promote the opening of the new hotel, in partnership with Tourism Victoria.

The new design will see the hotel chain move away from its renowned lime green and lavender colour palette of the last 10 years, towards a blue colour scheme (pantone PMS 306).

VibeLOGO_Hotels

Following Vibe Hotel Marysville, the first hotels to adopt the new look and feel will include Vibe Hotel Canberra Airport and Vibe Hotel Rushcutters in Sydney.

The new brand positioning is centred on enhancing travellers’ sense of connection with each of the hotels’ local surrounds, fellow guests and via technology. This renewed focus will resonate strongly with Vibe Hotels’ target audience, for whom authentic local experiences are important – according to research.

Emma Fraser, group director of marketing at TFE Hotels, said: “The revitalisation of our iconic brand is set to bring the Vibe Hotels guest experience to a different level. A recent TFE Hotels survey with over 17,500 respondents[i]  found that today’s traveller (71%) want their hotel (hotel brochure, teams or hotel website/app) to provide them local recommendations of things to do and places to eat.

“As such, Vibe Hotels will provide guests with distinctive services and facilities to help them ‘feel connected’ with the local area, boosting our reputation in the market for those looking to enjoy authentic local experiences during their stay.”

Colin Watts, creative director of branding agency Jack Watts Currie, has worked with TFE Hotels during the past six months to develop the new Vibe Hotels brand positioning.

Watts said: “Vibe Hotel’s new positioning focuses on that real, intimate connection between people and the places they visit. Whether it’s connecting with the area itself, fellow guests or even the team that greet them, that connection is the mark of any great trip.”

This rejuvenation of the Vibe Hotels brand in Marysville, less than 100km from Melbourne, will mark a significant step towards revitalising tourism in the region following the Black Saturday bushfires in 2009.

Vibe Hotel Marysville will feature local artwork, along with locally sourced seasonal produce in its new signature restaurant Radius Bar & Grill.

Please login with linkedin to comment

McCann point of sale Slideshow Surry Hills

Latest News

Eyeota Enhances Reach And Targeting Precision For RDA Research
  • Marketing

Eyeota Enhances Reach And Targeting Precision For RDA Research

Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby
  • Media

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby

Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]

Blis Puts Its CEO In The Desert In Clever New “Data Drought” Ad
  • Campaigns
  • Technology

Blis Puts Its CEO In The Desert In Clever New “Data Drought” Ad

Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]

Agency Icon Sweeps The SABRE Awards
  • Marketing
  • Media

Agency Icon Sweeps The SABRE Awards

Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]

Former Agency Execs Launch Car Service Summon
  • Marketing
  • Media

Former Agency Execs Launch Car Service Summon

Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]