TFE Hotels Elevates A by Adina with ‘And…Breathe’ Campaign

Sydney, Australia – TFE Hotels has launched a high-end marketing campaign, “And…breathe,” designed to solidify A by Adina’s position as a premium brand and forge an emotional connection with guests. The campaign, developed by We Are Unity in collaboration with TFE Hotels, aims to capture the feeling of staying at an A by Adina property – a sense of lightness and seamless experience.

Focus on Emotional Connection, Not Just Transactions

The “And…breathe” campaign diverges from traditional apartment hotel marketing by prioritizing the emotional experience over showcasing product features. Katia Giurtalis, TFE Hotels Director of Marketing, explained that the goal is to convey the feeling of escapism and tranquility guests experience when arriving at an A by Adina, rather than simply listing amenities. “Our guests are looking for experiences, not just transactional stays,” she said. [TFE Hotels Press Release]

A New Category: ‘Hotel Living’

The development of the A by Adina brand, and the accompanying campaign, involved a collaborative process between TFE Hotels’ senior executives and We Are Unity. This collaboration led to the identification of a new market category: ‘Hotel Living’ – a concept that balances the convenience of a hotel with the comfort and feel of a residential experience. Antony Ritch, TFE Hotels CEO, noted that traditional apartment hotels are evolving beyond a purely residential aesthetic. [HospitalityNet]

Filmed in Australia’s First Hotel Sky Lobby

The brand film for the “And…breathe” campaign was shot on location at A by Adina Sydney, specifically in Australia’s first hotel sky lobby. This location was strategically chosen to visually represent the premium and elevated experience A by Adina offers. [Travel PR News]

Evolution of the Adina Brand

A by Adina represents an evolution of the established Adina Master brand, signaling a move towards a more premium offering. The campaign launched on January 31, 2022, and aims to position A by Adina as a new and innovative option within the travel and hospitality sectors. [AdNews]