Travelodge Asia picks W Asia to develop brand positioning as it goes regional

Travelodge Asia has appointed W Asia to develop its brand positioning and make it the top choice for "urban travellers" as it undergoes rapid regional expansion. The agency will also be responsible for creating engaging brand activations that go beyond traditional hotel PR.Meanwhile, Banyan Tree Hotels & Resorts has also picked the agency to build a creative campaign, which includes strategic partnerships and compelling storytelling for 11 of its properties across Southeast Asia. Among the list of properties includes Banyan Tree Kuala Lumpur, which is slated to launch in mid-2018. The wins take W’s hotel portfolio to over 30 properties in Asia, seeing the agency run campaigns for hotels in Malaysia, Thailand, Indonesia, Vietnam, Japan, Korea, Hong Kong and China. Marketing has reached out to W Asia for more details.“We’re really excited to be adding these two fantastic brands to our portfolio. To represent over 30 hotels across Asia is incredible and aligns with our global strategy to continue to grow our footprint across the region," Annabel Fox, group MD, W Asia, said.Earlier this year, ZUJI Singapore appointed W Asia to roll out a communications campaign across Singapore. This is with a focus on building the brand’s business profile and exciting consumers through creative activation and unique partnerships.In 2017, the agency was also picked by Club Med to promote the brand in Singapore, with a focus on establishing Club Med as a global leader in snow holidays. The agency also drives awareness for Club Med’s key resorts in Southeast Asia. This includes Bintan Island & Bali in Indonesia, Cherating Beach in Malaysia and Phuket in Thailand.W Asia's list of travel and hospitality clients also include Bawah Private Island and Princess Yachts.