Need a break? If you’re in Australia or New Zealand, you probably do. According to research by Australian hotel franchise group, Choice Hotels Asia-Pac, 67% of Australians and 65% of New Zealanders are stressed and could use a regular break to recharge. Aussies and Kiwis use their annual leave less than most people in the developed world.
So Choice Hotels Asia-Pac and its agency, Akkomplice, have developed a strategy and a range of marketing initiatives to make taking a short break easy and accessible.
Leading the creative is a humorous TVC that reminds viewers of the feeling of workplace stress.
Matt Taylor, general manager, marketing, Choice Hotels Asia-Pac, commented, “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% of Aussies and 83% 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.”
Supporting this is a new website, NeedaBreak.com, which features short achievable get-aways, the branding and wrapping of a Jetstar plane, OOH, targeted radio advertising within the Hamish & Andy drive show, programmatic digital advertising, social media and PR.
The television commercial will run every day of the year within an integrated sponsorship of Channel 9’s Today show. The Jetstar plane will be in the skies across the next four months.
Creative Agency: Akkomplice Group Australia
Creative Director: Kenny Hill
Production Company: The Producers
Director & DoP: Mitch Kennedy
Producer: Noelle Jones
Media Agency: Gravia Media