Quest Apartment Hotels launches major ad campaign as part of its rebrand via Cyclone
Full service creative agency, Cyclone has just launched Quest Apartment Hotels’ largest advertising campaign in over five years – including TVCs, print and online – as part of the company’s $10 million rebrand announced in August.
Officially relaunching as Quest Apartment Hotels, Quest is delivering a premium offering to meet the needs of a new generation of travellers and prepare for imminent international expansion.
Four brand new TVCs will be broadcast Australia-wide this month with plans to run in New Zealand by the end of 2016. Placement will strategically target the business traveller market, including Sky News and Sky News Business Channels, Qantas lounges and onboard, Virgin Australia lounges and onboard, along with online video content.
Cyclone creative director and managing partner, Sam Hooper explained how the rebrand required a singificant mindset shift for the iconic Australian brand as it enters its 28th year of operation. Quest had to reevaluate its role in the lives of the business travellers, taking into account the rapidly growing millennial market.
Says Hooper: “We are all on a quest for success in our working 
lives and we all have the power to choose our career destiny. This insight created the framework for us to position the Quest brand as an enabler of success.
“The creative takes a story telling approach, giving us a glimpse into the lives of people on the road, wherever business takes them. The resulting campaign – encompassing TV, onboard and online video content – elevates the brand to a premium standard.”
In a three-way pitch, Cyclone was awarded the Quest account because of its strategic insight on the emerging millennial market and confidence in its ability to future-proof the brand and position it for success.
Quest Apartment Hotels general manager of brand, Tony Gauci highlighted 
Cyclone’s understanding of the millennial mindset and the need for brand evolution as a key factor in its selection as the right agency to deliver Quest’s vision for the future.
Says Gauci: “Quest identified strongly with the passion and drive displayed by the Cyclone team. Their understanding of the emerging business traveller market and the team’s creative approach to engaging with our guests was right on the mark. We enjoy working with passionate people so partnering with Cyclone made perfect sense.”
Agency: Cyclone
Art Director: Leslie Preyer
Copywriter: Hannah McElhinney
Creative Director: Sam Hooper
Strategy Director: Tania Farrelly
Client Services 
Director: Christian Vasquez
Account Manager: Laura Wiebe
7 Comments
Very bad.
Obviously the client has invested in some sort of strategy – where is the justification when the result is so appalling, creatively. Advertising – and this is advertising with print and tv/film – is already is such a dire situation, and this does nothing to budge the needle. No customer or consumer in their right mind is gong to be moved, or remotely entertained by garbage like this.
ah the old 52sec edit.
Quick get me room service…I’m going to be sick!
I choose to stay at places who don’t bore me with crap advertising.
It’s funny how when there are one or two shitposts at the start of a comment thread that the floodgates are opened up. Sure, this isn’t great. But is it worth the effort to slag off?
Some of the worst writing I’ve ever seen. Feel’s like a university ad, not anything to do apartments. Plus the stock models (as I hope they weren’t shot like that) look so unnatural it’s almost a parody of itself. Fight the client, guys. We’re the experts, not them.