Choice Hotels Asia-Pac, one of New Zealand’s largest hotel franchise groups (250 locations across Australia & NZ), has launched its new marketing campaign, Need A Break, aimed at inspiring everyday Kiwis to head out and explore their own backyard.
The direction is in response to new research commissioned by Choice Hotels that showed 65% of Kiwis are feeling stressed, with 44% agreeing the best way to alleviate this stress was to take a short break of one to three nights from the daily grind. The report also showed that 81% of New Zealanders would like to take more short breaks, but believe they are just too busy.
Choice Hotels’ comprehensive campaign strategy – managed in NZ by Undertow Media – will include the launch of its new online platform (www.NeedaBreak.com), a new TVC, a tactical partnership with TVNZ, storytelling-focused advertising, search advertising, a new social direction, email marketing, innovative programmatic digital display advertising, outdoor media and traditional PR.
Melbourne-based Choice Hotels marketing manager Matt Taylor said: “Utilising a full suite of advertising and marketing creative and launching a new travel-centric website, we believe we can position Choice Hotels as champions of the short break and ultimately be front-of-mind for people who are looking to take these types of getaways in the future.
“We wanted to adopt an upbeat, light-hearted tone to our campaign to reflect the sense of revitalisation that short breaks provide,” Taylor says.
“This strategy also enables Choice Hotels to showcase its breadth of accommodation options across New Zealand and Australia.”
CREDITS
Media Agency: Gravia Media
Creative Agency: Akkomplice Group Australia
Creative Director: Kenny Hill
NZ PR Agency: Undertow Media
Production Co: The Producers
Director/DOP: Mitch Kennedy
Producer: Noelle Jones
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