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.
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.”
Media agency: Gravia Media
Creative agency: Akkomplice Group Australia
Creative director: Kenny Hill
Production company: The Producers
Director/DOP: Mitch Kennedy
Producer: Noelle Jones
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