Australia: Quest Apartment Hotels has launched On the Road Again, a campaign aimed to inspire Australians to make the most of their domestic travel liberties.
The launch of the campaign follows the June 1 easing of restrictions, which allowed for intrastate leisure travel in Victoria, Western Australia and regional New South Wales, with Queensland following suit on June 12.
“On the Road Again aims to inspire Quest’s core audience, the corporate traveller, and leisure travellers alike to reconnect with friends, family and clients, capturing the promising sentiment that life is slowly but surely getting back on track,” said Quest group marketing and digital director Jeff Baars.
The campaign will mirror the easing of travel restrictions, with Quest incrementally expanding on its intrastate focus, and moving into an interstate play as the states and territories permit. Quest is also actively preparing for a possible travel bubble with New Zealand.
“Market data has indicated that consumers are feverishly awaiting their next adventure, so we hope On the Road Again will encourage people to take the intrastate trips available right now, and inspire plans for interstate and international junkets as they become possible,” said Baars.
With creative developed in-house, On the Road Again will run across regional and subscription television, radio, print and online, with media buying by long-time partner Nunn Media.
The campaign encompasses a series of online itineraries, travel packages and road trip giveaways, as well as a local area marketing component dubbed Local Heroes, set to kick off in July.
Quest has remained open in all its locations throughout the pandemic, with the franchise network responding to a variety of emerging accommodation needs in the public and private sector.
“We’re proud to have kept our doors open and made ourselves available to help over the past few months. Essential workers including doctors and nurses stayed with us and mining sector employees based themselves in our home away from home apartment hotels,” said Mansfield. “It’s been a tough period for our industry and indeed the Quest network, but we are fortunate that our service proposition for extended stay travel is perfectly suited to a number of the needs which have emerged.”
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