TFE Hotels helps Aussies beat weekenditis in its first integrated marketing campaign via Circul8
TFE Hotels, a leading accommodation operator, has today launched its first marketing campaign across Australia and New Zealand, ‘Great Weekends’, in partnership with Velocity Frequent Flyer via digital creative agency Circul8.
The year-long campaign ‘Celebrating 100 Years of Great Weekends’, supported by TV personality and ‘Great Weekends’ spokesperson Emma Freedman, celebrates a century of the modern two day weekend, and will see TFE Hotels give away one weekend holiday every week of the year. Each weekend away will include accommodation for two people at a TFE Hotel property of choice anywhere in Australia, with Virgin Australia flights included.
The campaign draws on insights from new research commissioned by TFE Hotels, which revealed one in five Australians are feeling stressed, anxious, tired or guilty on the weekends. This phenomenon, coined weekenditis, is backed up by the fact that five years ago the majority of Australians felt like they were doing more with their weekends.
Says Emma Fraser, TFE Hotels’ group director of marketing: “We believe in helping Australians to celebrate the weekends, and we want to make sure Aussies aren’t feeling robbed of their days off.
“We understand Australians can often put themselves last and work and household commitments first, which is why we launched the ‘Great Weekends’ campaign, to provide every Aussie with the chance to win a holiday and feel inspired to make the most of their weekends.”
To assist to promote the initiative, TFE Hotels has developed a ‘weekenditis’ info graphic and promotional video explaining how to enter.
The integrated campaign is expected to raise awareness of TFE Hotels and its associated family of brands, ultimately delivering direct bookings through tfehotels.com.
The campaign will extend across a number of channels including online, print, radio and social media for the remainder of the year.
Says Alana Stocks, managing director of Circul8: “This inspired campaign aims to encourage Australians to make the most of their weekends by exploring different cities and discovering hidden gems.
“It has been a pleasure to work with TFE Hotels to bring this idea to life.”
For a chance to win one of the 52 weekends away, consumers must visit – tfehotels.com/greatweekends – and simply follow the instructions to go into the draw. A winner will be announced at the end of every week.
The promotion will culminate with a grand prize of an Ultimate Weekend Away, which will see one lucky winner and 11 of their friends win a holiday, valued at $15,000. To take home the ultimate prize, consumers will be invited to share a photo of one of their greatest weekends.