Quest Apartment Hotels’ local business owners will take centre stage in its new brand platform being brought to market with a multi-million dollar omni-channel campaign.
Named As Local As You Like It and responding to consumer appetite for authentic local experiences, Quest will invite guests to check in and check out the heart of the local scene, with local insider tips from the company’s network of owners who live and work in the communities they operate.
CMO Jeff Baars said the new brand platform is the outcome of over 12 months of work involving extensive brand health and market research, which revealed white space within the sector in line with shifting consumer desires.
“What we know from our research is that guests value the effortless guest experience and consistency that big box hotel brands typically provide but relish the charisma and charm of boutique and independent operations where they feel like they’re able to authentically connect with the local soul. With that insight, we could see the opportunity within reach, and direction we ought to take to cultivate stronger brand preference,” he said.
“Under the new campaign, we will connect our guests with the ‘never-would-have-knowns’; the esoteric gems that every destination has, if you just know where to look.”
“Our local business owners with skin in the game are our greatest asset. The new platform is about highlighting and building upon the personable, customer-centric approach we have always had, and making it the brand’s focal point.”
While the Quest logo will remain, the new platform developed by The Core Agency will see Quest refresh its brand identity and make several enhancements to the guest experience.
The brand platform will be launched to market with a campaign developed by The Core Agency, which includes a television commercial shot on the Gold Coast by production house The Producers.
Full service global media agency, Initiative, which was awarded the Quest retainer in July 2021, devised the campaign’s media launch strategy in market from October 24.
The campaign will run across metropolitan and regional free to air, subscription and catch-up television, outdoor ads, catch-up TV, TrueView, paid social media, press, digital display and via content partnerships.