Mantra Hotels invites guests to find their own ‘kind of wonderful’ in new work via McCann QLD
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Leading hotel and resort operator Mantra Group has launched its new ‘Mantra Hotels’ masterbrand, comprising Peppers, Mantra and BreakFree, with an innovative campaign via McCann Queensland.
Titled ‘My Kind of Wonderful’, the ambitious platform launches with a 90 second film that chronicles four unique stories of guests experiencing Mantra Hotels properties. Featuring many intimate and personal moments experienced by travellers from all walks of life, the film takes place at Mantra Hotels properties across the country and in New Zealand.
The brand campaign accompanies the launch of an invigorated, centralised booking platform, www.mantrahotels.com and is McCann Queensland’s first piece of above the line brand work for Mantra Group since winning the account last year.
Says Benjamin Davis, executive creative director, McCann Queensland: “Our goal was to write stories that touch people at a universally human level. To remind us that life’s value is really measured in moments. Moments that while fleeting, stay with us long after we experience them. That’s what inspires travel.
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“In today’s commercial landscape it can be difficult to realise longer format, dramatically inspired storytelling like this. Together, we ensured that what was strategically scripted, ended up on the screen. That’s really something.”
Says Vicky Watkins, brand and marketing communications manager, Mantra Group: “We wanted to push the creative boundaries with this campaign to ensure we weren’t producing a stereotypical montage and music tourism ad. Mantra Hotels has properties in some of the most scenic locations across the globe, so including those was a given, but we really wanted to use the power of emotional story-telling to create audience engagement and cut-through.”
Says Phillippa Netolicky, managing director, McCann Queensland: “Ambitious and trusting clients are the portal through which we best exercise our proprietary disciplines: Find the truth. Tell it well. It’s a powerful combination. The sweeping campaign we’ve achieved in close partnership with Mantra Group is testimony to the values we hold dearly at McCann: strategically lead, truth based creativity. Brands need more of it.”
Agency: McCann Queensland
Benjamin Davis – Executive Creative Director
Phillippa Netolicky – Managing Director
Sarah Jacobs – Account Director / Agency Producer
Benjamin Davis – Copywriter/ Art Director
Jackie Dewar – Art Director
Lucy Stubbs – Account Executive
Mantra Group
Vicky Watkins – Brand & Marketing Communications Manager
Tim Hall – Creative Director
Production
TAXI Films – Production
Justin McMillan – Director
Andrew Wareham – Executive Producer
Mark Bishop – Producer
Taryn Sullivan – Production Manager
Tim Tregoning – Director of Photography
AltVFX – Post Production
Joelle Baudet – Editor
Ben Timoney – Photographer
5 Comments
Reading the blurb I was hoping these were going to be good, but they fall down in the execution. They’re dull and too long, and simply just not engaging. Some nice work from the DP though.
What is with the sites that Smart/McCann Brisbane designs and all looking generic and the same?!
Great work from the Director and DOP in a tough and very familiar category.
Good work – beautiful spots
This is such a cookie cut out approach. Nothing new, same visual template from the director.