"Inspiring guests to find their own blend of fun, connection, and memories."
Quest Apartment Hotels (Quest), Australian serviced apartment operator, has launched its national TVC campaign titled ‘Quest Brings You Home’, featuring singer, songwriter, Holly Throsby’s rendition of the Master Apprentice rock ballad, 'It’s Because I Love You'.
The campaign showcases Quest's commitment to providing uniquely spacious, comfortable and versatile accommodation purpose built to ensure guests — business, leisure and family travellers alike — can do whatever and be whoever while staying at a Quest.
Anthea Dimitrakopoulos, GM of brand & ESG at Quest, said the company wanted to capture the boundless emotive power of home, with warm and welcoming tones across the visual and auditory senses to give viewers all the warmth and depth alive in human-to-human connection.
“Through moments of laughter, cooking, and play, our TV Commercial invites and inspires guests to find their own blend of fun, connection, and memories, all the while reinforcing our apartments offer everything they need to be themselves while away from home," she said.
Set in one of Quest’s newest apartment hotels in Collingwood, Victoria, an area known for its rich industrial heritage, Quest Collingwood’s warm brick-red hues provide a vibrant backdrop for a family bonding across three generations, living and experiencing the joy of travelling together within their Quest apartment.
Shannon O'Meara from creative agency Weld Stories said even when people on the move, they want to feel at home – that's what this campaign is all about.
"Quest Apartment Hotels is a place where you can be together, be relaxed, happy, creative; it's a place where the space is really your own to be what you want to be," said O'Meara.
Throsby’s characteristic textured vocal approach is on full display in her rendition of 'It’s Because I Love You'. Her soothing voice calls the warmth and intimacy alive in the original song lyrics to attention, helping to land the emotive power of the vibrant and visual creative elements of the TVC.
Throsby said the original song has become really anthemic in this country and the chorus is very classic rock with big guitars, thumping bass and drums, yelled vocals.
"I wanted to do the opposite and make the lyrics feel close and intimate. I wanted this to be a warm, cosy bedroom-version of a big arena rock song," she said.
The campaign officially began on August 7 to align with the record free to air TV audiences of the FIFA Women’s World Cup.
Initial viewership data was positive, with a total of 1.388 million people aged 25-54 viewing the ad at least once on TV in the first two weeks.
Regional markets were selected based on a cross-section of recent brand initiatives targeted to support an uptick in regional tourism expected throughout the summer months.
The Throsby rendition will feature throughout the three additional planned iterations of the ‘Quest Brings You Home’ TVC campaign.
Each of the creative concepts will showcase different traveller segments living and enjoying a home-like experience on their terms in their Quest apartment.
Credits:
Client: Quest Apartment Hotels
GM of Brand & ESG: Anthea Dimitrakopoulos
Group Marketing & Content Manager: Hayley Clark
Creative Agency: Weld Stories
Founder & Director: Shannon O’Meara
Head of Content: Jessica Irvine
Creative Director: Amelia Tovey
Film Production & Post-Production Company: Weld Stories
Executive Producer: Shannon O'Meara & Jessica Irvine
Director: Amelia Tovey
DOP: Katie Milwright
Photographer: Cara O'Dowd
Senior Producer: Justine Moyle
Production Manager: Juliet Smith
Casting: Northside Casting
Editor: Pete Ward
Sound: Josh Wermut, XO Sound
Colourist: Matt Campbell
Music supervisor: Chris Chalmers
Music production and vocals: Holly Throsby
Media planner: Initiative
