It’s time to hit the road again. That’s the Quest Apartment Hotels’ pitch as it unveils a new campaign to inspire Australians to get travelling.
The news comes just as Queensland announces it plans to reopen its state borders on 10 July.
This month restrictions for intrastate travel have already been eased in Victoria, Western Australia and regional New South Wales, with Queensland following suit on 12 June.
The campaign On the Road Again aims to inspire Quest’s core audience, the corporate traveller, and leisure travellers alike to reconnect with friends, family and clients.
Quest group marketing and digital director, Jeff Baars, said the video captures “the promising sentiment that life is slowly but surely getting back on track”.
The campaign will mirror the easing of travel restrictions, with Quest incrementally expanding on its intrastate focus, and moving into an interstate play as the states and territories permit.
Quest is also preparing for a possible travel bubble with its New Zealand counterparts. The apartment hotel brand spans the trans-Tasman with 171 Quest properties in total.
Get Aussies travelling again
On the Road Again will run across regional and subscription television, radio, print and online.
The campaign also encompasses a series of online itineraries, travel packages and road trip giveaways, as well as a local area marketing component dubbed ‘Local Heroes’, set to kick off in July.
Quest chief operating officer David Mansfield said “On the Road Again is a national message with local relevance and individuality, which is important for our franchisees and the local communities they operate in.”
Quest has remained open in all its locations throughout the global pandemic, with the franchise network responding to a variety of emerging accommodation needs in the public and private sector.
Mansfield said “We’re proud to have kept our doors open and made ourselves available to help over the past few months. Essential workers including doctors and nurses stayed with us and mining sector employees based themselves in our home away from home apartment hotels.
“It’s been a tough period for our industry and indeed the Quest network, but we are fortunate that our service proposition for extended stay travel is perfectly suited to a number of the needs which have emerged.”