Hotels.com has unveiled a new brand strategy for the APAC region, spearheaded by a TV and digitally-led campaign created by Grey Group Singapore. Titled “A Special Place”, the creative work focuses on highlighting how hotel rooms can be a special place, where we can be at our most relaxed and at our most un-inhibited with our loved ones.
The creative work was shot over the course of five days in Bangkok and Thailand in collaboration with The Sweet Shop and director Brett Foraker. The 60 second TVC focuses on different scenarios in which travellers have found their “special place” in a hotel room – an intimate moment in time in which the bond between them and their loved ones is strengthened.
The 60 second TVC is for the Singapore market, with versions in varying duration from 5 to 30 seconds being broadcast across six markets in the APAC region - Hong Kong, Taiwan, Singapore, Malaysia, India & Thailand.
Nelson Allen, senior marketing director for the Hotels.com brand in Asia Pacific said, “We believe that hotels are special places where lifelong memories are formed. Where else can you feel completely free of daily life than in the perfect hotel with the people you care about? Our new brand campaign celebrates these amazing experiences with beautiful stories and sceneries. As a leading accommodation booking website, Hotels.com provides super easy booking with a huge range of choices to find your perfect hotel.”
“This campaign is a creative way to showcase that a hotel room is more than just somewhere to lay your head. It’s your home away from home and the place where some of the best quality time with your loved ones is spent. We wanted to capture this and demonstrate that you can only truly get these moments through Hotels.com,” said Ali Shabaz (pictured), Grey’s chief creative officer for Southeast Asia.
Grey Singapore was awarded the Hotels.com business following a pitch for the account across the region.