TFE Hotels
Hotel Living:
creating A by Adina
Brand Identity • Strategy • Creative • Production
THE CHALLENGE
Elevating a 40 year old hotel brand for a premium new market while retaining the equity and Adina name that Australians love and trust.
THE BRIEF
For four decades, Australian-born Adina has been a global leader in the serviced apartment and apartment hotel market. In today’s rapidly changing travel landscape, parent company TFE Hotels saw the opportunity to connect with a new consumer – guests who desired to stay a little longer, without losing the hotel experience.
We needed to bring Adina’s hotel properties to market under a brand - with a name, logo brand experience and creative campaign that reflected their unique juncture between heritage class and new experiences.
THE SOLUTION
Hotel Living: A new way to stay
We set out to purposely sidestep any hotel category currently on the market and own the narrative of a perfectly balanced experience.
Hotel Living is a brazen reinvention: Where laidback meets luxe and hotel meets living. A brand new category that blends luxe 5-star amenities with the laid back lifestyle of serviced apartment hotels.
Capturing a feeling
The campaign brings to life the Hotel Living guest experience: the lightness of step, the relaxation in the pause and the experience of everything around you falling seamlessly into place.
A concept styled for every medium, ‘And… breathe’ extends across print, digital, in flight, TVC outdoor and owned channels, each capturing a new experience or story of A by Adina.
BRINGING IT TO LIFE
A signature brand
‘A by Adina’ was named to encapsulate the essence of a signature experience from a known, respected brand.
As a creative and culture consultancy, we uncovered unique insight into the level of customer care that sets Adina and TFE brands apart.
This allowed us to articulate a new customer promise, ‘Arrive expected’', paired with that tagline ‘‘Perfectly suited’ to convey the best of both worlds experience of hotel living.
The logo leveraged the lines of the A to connect with the architectural uniqueness of the properties, with a sleek and modern typeface to emphasise its luxe nature.
Seamless intuitive service
A by Adina brand inductions and bespoke Tone of Voice workshops equipped team members with the ‘intuitive service’ needed to better understand guest motivations, and to deliver an on-brand experience every time.
A curated experience
The guest experience was carefully curated, from the selection of Australian Hunter Lab beauty and lifestyle products, and even the finer details like coasters, keycards and menus.
Creative storytelling
We crafted the channel strategy and visual narrative, inviting audiences into the signature moments and unique experiences on offer.
From glimpsing the high life at Destination A, to celebrating the golden hour between work and play or indulging in sensory close-ups… every post was designed for pure escapism.
A new brand campaign
The A for Adina campaign launched 31 January across Australian media, outdoor and inflight entertainment.
The new Hotel Living properties opened to guests early 2021, attracting fans with its fresh new brand and curated experience.
THE OUTCOME
A seamless experience
“We are extremely proud of the brand and believe this campaign perfectly captures the feeling of escapism you get when you arrive at the hotels.”
– TFE Hotels Chief Executive Officer, Anthony Ritch
“This place REDEFINES what the modern hotel experience should be like!”
— Trip Advisor Review
“It is like someone decided to create a hotel to fix all the things wrong with hotels. ”
— Trip Advisor Review
