The feeling of lightness and escapism when you leave the hectic world behind.
TFE Hotels today launched a creative campaign produced in partnership with We Are Unity for its new premium hotel brand, A by Adina.
The ‘And...breathe’ campaign centres around a two-minute brand film that offers a glimpse into the world of A by Adina and brings to life the feeling of staying, the lightness of step and the experience of everything around you falling seamlessly into place. The film set out to emulate the physical process of taking a deep breath and letting it out when you step into an A by Adina.
We Are Unity’s ‘And...breathe’ campaign features 15 and 30 second edits of the film and the full two minute version that will run on out-of-home, television, digital, social media, Qantas Inflight entertainment, Westfield premium floors and TFE Hotels’ owned channels including abyadina.com. A print campaign will also run across several editorial titles.
An evolution of the well-known Adina brand, A by Adina offers luxe apartment-style rooms - in prime Canberra and Sydney locations - where guests experience all the amenities and service of a premium city hotel with the benefits and flexibility of an apartment hotel.
Over the past two years TFE Hotels launched 15 hotels across the network, and two new brands in Australia: Quincy and A by Adina, both in partnership with We Are Unity. A by Adina Canberra and A by Adina Sydney opened in February and April of 2021 with more to follow in key gateway cities.
TFE Hotels Director of Marketing, Katia Giurtalis, said the brand film, which was shot on location in Australia’s first hotel sky lobby at A by Adina Sydney.
“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.”
“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."
We Are Unity developed the A by Adina brand end-to-end, including the name, logo, brand proposition and aesthetic in a highly collaborative creative process with the TFE Hotels’ Senior Executives.
As part of that process and brief preparation, TFE Hotels identified a gap in the market and created a new category of ‘Hotel Living’*. This allowed the Sydney-based hotel management company to better define this new premium apartment product which offers guests the perfect balance between a hotel and residential experience.
In talking about the A by Adina brand, TFE Hotels’ Chief Executive Officer, Anthony Ritch, says that a different stay - business, leisure, or pleasure - doesn’t need a different hotel each time.
And that’s where the versatility of an A by Adina apartment hotel comes into play.
“A by Adina allows guests to curate their stay in a way that suits them, so everything seamlessly falls into place,” he said.
“We are extremely proud of the brand and the hotels and believe this ‘And...breathe’ campaign perfectly captures the feeling of escapism you get when you arrive at the hotels.”
Jonathan Pease, Executive Creative Director, at We Are Unity said it was a privilege being tasked with the evolution of such a well-known Australian brand.
“We have a strong creative thread that connects the A by Adina name, branding, architecture and the employee and customer experience - all of which are fully expressed in the ‘And...breathe’ film”.
Credits
Client - TFE Hotels - A by Adina
CEO - Anthony Ritch
Director of Marketing - Katia Giurtalis
COO - Chris Sedgwick
Director Project Management - Jacqueline Tangye
Creative Agency - We Are Unity (link: https://www.weareunity.com/)
CEO - Ben Bars
Managing Director - Nat Cagilaba
Executive Creative Director - Jonathan Pease
Client Advisor - Nicola Hutchinson
Art Director - Andrew Fisher
Art Director - Tom Douglas
Head of Copy - Bianca De Silva
Production Company - Found at Sea (link: https://foundatsea.co/)
Executive Producer - Dan Trotter
Producer - Victoria Vlasova
Director - Jonathan Pease (We Are Unity)
DOP - Matt Stewart
VFX Supervisor - Mark Boey
Gaffer - Cameron Wintour
Stunt Supervisor - Harry Dukanalis
Offline Editor - Benson Koschinski
Fashion Stylist - Megha Kapoor
Make-Up artist - Filomena Natoli
Hair Stylist - Heath Massi
Offline Editor - Benson Koschinski
Online - FIN Design
Colourist - Fergus Rotherham
Composer - Matt Slayden
Talent - Mia Woolrich
