‘Work. Play. Sleep. Repeat.’: Quest Apartment Hotels launches new campaign for business travellers

A new campaign from Quest Apartment Hotels showcases the range of experiences a business traveller can have at the hotel chain.

The campaign was inspired by research commissioned by Quest into the impact travelling has on guests’ emotional wellbeing.

The research found that visitors of different stay lengths wanted different things from their hotel room. Short stay guests wanted to enjoy the luxuries of trip away from home such as sampling the local restaurants, whereas medium and long-term travellers valued creature comforts like being able to prepare your own meal.

The campaign slogan ‘Work. Play. Sleep. Repeat.’ was derived from this insight, showing that the hotel chain can cater to any traveller’s needs.

Group director of marketing and digital at Quest Apartment Hotels, Jeff Baars, said in a statement: “The home-away-from-home experience is a term that’s often used in our industry, but the research shows that the length of stay has a major influence on customer demands. Business travellers expect a seamless transition between their normal routines and business trips, but for short-term business travellers, they also want a sense of adventure.

“With these new insights, we wanted to showcase our new product offering in a campaign that speaks directly to our guests, forming the foundations of a new brand campaign titled Work. Play. Sleep. Repeat – A New Standard of Apartment Hotels,” Baars said.

The new campaign was created by digital marketing and advertising agency Cyclone Creative.

Creative director, Leslie Preyer, stated: “We wanted to showcase the premium nature of Quest products in a way that resonates with business travellers. The Work. Play. Sleep. Repeat. narrative made use of dynamic camera transitions to create a sense of seamlessness and rhythm.”

The campaign will appear across outdoor advertising at Australian airports, print, digital, video advertising and social media.


Agency: Cyclone Creative
Client: Quest Apartment Hotels


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