The ad campaign plays on the concept of Quest Apartments Hotels as the accommodation of choice for upwardly mobile and ambitious young business travelers.
Cyclone has designed an ad campaign to elevate and revitalise the Quest Apartment Hotels' brand in the minds of business and millennial travellers.
The ad campaign plays on the concept of Quest Apartments Hotels as the accommodation of choice for upwardly mobile and ambitious young business travelers. In it, a variety of Quest customers make commitments to themselves, including to “choose to expect more from myself”, “to be at the top of my game” and to “explore until I find a real experience”.
The ad ends with the tag: “Choose your destiny.”
In a three-way pitch, Cyclone was awarded the Quest account because of its strategic insight on the emerging millennial market and confidence its strategy for future-proofing the brand.
Coinciding with the company's $10 million re-brand, the campaign is the company's largest in five years and will include four TV ads, as well as print and online advertising.
Sam Hooper, Cyclone creative director and managing partner, said the re-brand involved a mindset shift for the 28-year old brand in which it reassessed its role in the lives and minds of business travellers.
“We are all on a quest for success in our working lives and we all have the power to choose our
career destiny. This insight created the framework for us to position the Quest brand as an
enabler of success,” said Mr Hooper.
“The creative takes a story telling approach, giving us a glimpse into the lives of people on the
road, wherever business takes them. The resulting campaign – encompassing TV, onboard and
online video content – elevates the brand to a premium standard,” he said.
Quest Apartment Hotels General Manager of Brand, Tony Gauci said Cyclone's ability to deliver insights into the millennial mindset was key for the company.
