Oaks Hotels houses happy folks of all kinds in new brand platform via MASH
Oaks Hotels, Resorts & Suites has unveiled a new brand communications platform ‘Happy folks choose Oaks’, with an integrated campaign via MASH.
The campaign aims to differentiate Oaks from other domestic hotel services, highlighting its suitability for business, family and leisure travellers.
The work will run across Australia and New Zealand via digital, print, OOH and TV commercials.
In addition to developing the brand platform, MASH managed the end-to-end campaign delivery, including strategy, creative ideation, execution, finished art and asset rollout.
Melissa Rodrigues, group director of brand and marketing, Minor Hotels said: “The new brand platform and creative campaign from the MASH team encapsulates our proposition in a highly competitive marketplace. Being able to tap into a network of top talent from around the world, efficiently and with ease, has helped drive our ambitions to the next level.
“As the tourist and business travel market returns to normal, we want to build a strong affinity with the Oaks brand as a destination for guests to experience the best of what our properties have to offer.
Tash Menon, founder and managing director at MASH added: “It has been brilliant building such a solid partnership with Melissa and her team at Minor Hotels. They were one of our earliest clients who understood the value of what a curated team of creative specialists could bring. This MASHUP has truly done an epic job delivering a fully integrated campaign that nailed the brief and will successfully differentiate Oaks.”
The campaign will be fully integrated with Oaks Hotels’ PR and social media functions, managed by Anne Wild & Associates and The Content Division respectively, with media planning and buying managed by Sunny Media.
MASH made its first international expansion to Asia last year.
Credits
Client: Minor Hotel
Group Director of Brand and Marketing: Melissa Rodrigues
Director of Marketing Communications: Krissi Neal
Creative Curator: MASH
Creative Direction: Linda Jukic and David Shirlaw
Finished Artist: Ben Thomson
Strategist: Praveen Vaidyanathan
Campaign Director: Ellie Cornford
Regional Manager ANZ: Amy Williams
Broadcast Producer: Tim Berrimen
Image Retouching: Limehouse Creative
Film Production: MERV
Director: Damian Toogood
Photographer: Damian Toogood
Executive Producer: Tim Berrimen
Media: Sunny Media
PR: Anne Wild & Associates
Content: The Content Division
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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