TFE Hotels has cemented its positioning of its A by Adina branding with the global release of a new high-end marketing campaign which the company says is designed to evoke an emotional connection with guests.
Launched on January 31, TFE Hotels director of marketing, Katia Giurtalis, said the brand film, shot on location in Australia’s first hotel sky lobby at A by Adina Sydney, aims to position A by Adina firmly in the premium brand space.
“This premium apartment hotel brand marks the evolution of our much-loved Adina Master brand,” she said.
“Our guests are looking for experiences, not just transactional stays, and we wanted to convey the emotions, the feeling of lightness and escapism when you leave the hectic world behind and arrive at an A by Adina, rather than showcasing the product itself.
TFE Hotels CEO, Antony Ritch said traditionally apartment hotels have been built with a residential feel, but that is changing.
“And for our very first campaign for this brand, we wanted to signal that A by Adina is something new for travel and for TFE Hotels, and I think we’ve done that,” he said.
“What was missing was the “underlying experience” for those chasing a premium stay – that feeling you get when you stay in a place where people know you and, most importantly, know how you like to stay.”
“That’s hotel living and what you can expect when you stay at an A by Adina property in Sydney or Canberra.”
Developed by Sydney-based agency, We Are Unity, in close collaboration with TFE Hotels, the A by Adina brand campaign features 15 and 30-second edits of the film that will run on television, digital, social media, Qantas Inflight entertainment, Westfield premium floors, and across TFE Hotels’ owned channels including abyadina.com. A print campaign will also run nationally.
Mike Parker-Brown is a UK-trained and qualified journalist and an award-winning travel communicator with more than 30 years experience.
Since 2002, Mike has worked as a freelance writer and PR consultant providing his services to major organisations in Australia and internationally in the tourism, aviation, hospitality, recruitment and export marketing sectors.
