Akkomplice worked closely with Choice Hotels Asia-Pac, one of Australia’s largest hotel franchise groups, to create a comprehensive strategy and a range of marketing initiatives to encourage people to visit the new site – needabreak.com – to plan and book a short break.
The work centres around the insight that everyday Aussies and Kiwis have a staggering 134 million days of annual leave accrued between them, and are amongst the most highly stressed workers in the developed world.
Research has shown that getting away for a short break is one of the best ways to alleviate the anxiety and stress, so we took an arresting, but light-hearted approach to provoke a response amongst our audience.
The campaign launched with an editorial integration on Australia’s highest rating breakfast show, where the CEO of Choice Hotels joined a panel of experts and presenters to discuss the research results around the issue of workplace stress. From there it expanded into digital display, social, outdoor, radio and events.
Mitch Kennedy (Director); Jon Webb (Photographer); The Producers (Production Company); Noelle Jones (Producer); Ack Kinmonth (Music); Gravia (Media Planning/Buying)