Tune Hotels goes for cheekier image to attract millennials

Tune Hotels has debuted a series of cheeky ads, looking to change its image for a younger audience.As part of its larger expansion plans, Tune Hotels has debuted a series of cheeky TV spots, hoping to attract the millennial audience.The travel industry has been increasingly setting its eye on the millennial audience, set to account for nearly half the workforce and expected to outspend baby boomers by 2030.Earlier, the budget hotel chain has stated that it is aiming for 100 hotels in its global portfolio by 2015. It currently has 44 hotels across Malaysia, Indonesia, UK, Philippines, Thailand, Australia, Japan and India.“It is not easy for a homegrown brand to gain global recognition within a short few years and to grow from 1 hotel to 44 hotels across 8 countries and counting, worldwide. It is even harder for a brand to sustain the growth, which is why we have embarked on a targeted campaign to help us to continue to make Tune Hotels a desirable brand,” said Amanda Woo, director of marketing, Tune Hotels Group.Watch the videos here:http://youtu.be/KzvCGTLS7rg?list=UUOiEPMxxdwBTTffFsmw9N2whttp://youtu.be/oGv6ttPPEYM?list=UUOiEPMxxdwBTTffFsmw9N2whttp://youtu.be/jOWY_77v_s0?list=UUOiEPMxxdwBTTffFsmw9N2wThe ads run on TV3, 8TV,Tonton as well as YouTube and Facebook, hinging on the hotel’s '7 million guests served' milestone.“7 million guests served within is an achievement for us - surely we must have done it right. The idea is to use relatable characters to bring the message across to the audience, while injecting a little humour.”The ad was created by its in-house creative team with the support of Creative Juice under TBWA\ for creatives and Carat for media buy.