Luxury Tassie hotel launches first major campaign via Showpony
Federal Group’s luxury Tasmanian hotel MACq 01 has unveiled its first major campaign since opening in 2017, via Showpony.
Celebrating the hotel’s connection to place, ‘Where One Tasmanian Story Leads To Another’ leans into MACq 01’s immersive guest experiences and unique offerings.
Danika Porter, head of brand and marketing at Federal Group, said storytelling plays out across the whole hotel, and this is captured in the new work.
“All of our staff lead with storytelling, whether you’re hearing a tale from a bartender while enjoying a drink crafted by a neighbour distiller, or discovering the historical story behind your room’s door, or walking Salamanca with our master storyteller, MACq 01 invites you to be part of a stay where one Tasmanian story leads to another,” she said.
“The hotel experience strives to capture the essence of Tasmania without having to leave, MACq 01 Hotel is not just a place to rest, it’s where the stories of Tasmania unfold.”
Having led the new creative direction, Porter said a huge amount of work went into ensuring this concept of storytelling is intertwined and solidified in the creative.
“From the first interaction with our campaign, we want guests to feel the magic of this island and be intrigued to uncover its stories for themselves,” she explained.
“Storytelling is the ultimate form of entertainment, and we hope our unique positioning and this campaign piques curiosity and encourages future visitors to the state to be want to delve a little deeper.”
Federal Group worked with creative agency Showpony on the campaign, with CGI and live-action footage support from production house OI Studios.
Showpony’s creative director, Nic Maumill, said: “Nowhere else in the country captures the imagination quite like Tasmania, and to us, MACq 01 felt like this perfect distillation of everything we love about the place.
“The opportunity to not only bring some of these incredible stories to life, but make them relevant and tangible to the hotel experience, was a creative’s dream. A collective ambition across all three teams (MACq 01, OI Studios and Showpony) to produce category defining work, bore a collaboration were immensely proud of.”
The campaign is rolling out across owned and paid channels in the coming weeks.
Credits:
MACq 01 Hotel (Federal Group)
Danika Porter- Head of Brand and Marketing
Creative Agency: Showpony
Parris Mesidis – Group Creative Director
Claudia Steven – General Manager
Nic Maumill – Creative Director
Micha Paderin – Associate Creative Director
Abby Moulton – Associate Creative Director
Jermaine Rowe – Senior Copywriter
Nathan Moore – Senior Art Director
Oscar Riley – Junior Art Director
Albert Hopkins – Junior Copy Writer
Felipe Carrasco – Motion Graphics Designer
Patrick Cotter – Photographer
Alex O’Neil – Agency Producer
Bryony Diggle – Senior Account Manager
Production – OI Studios
Producer – Matt Osborne
Producer – George Underwood
DOP – Mitch Osborne
First AC – Tom Roach / Martin Sinclair
Gaffer – Dave Seneviratne / Micheal Rankine
Wardrobe/Props – Paige Fountain
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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