TFE Hotels has cemented its positioning of A by Adina as a premium brand with the release of a new high-end marketing campaign designed to evoke an emotional connection with guests.

The ‘And...breathe’ campaign – designed by We Are Unity in collaboration with TFE Hotels – launches on 31 January  and offers a glimpse into the world of A by Adina and brings to life the feeling of staying at the hotel - the lightness of step and the experience of everything around you falling seamlessly into place. ¬¬

TFE Hotels Director of Marketing, Katia Giurtalis, said the brand film, which was shot on location in Australia’s first hotel sky lobby at A by Adina Sydney, aims to position A by Adina firmly in the premium brand space.

“This premium apartment hotel brand marks the evolution of our much-loved Adina Master brand,” she said. “Our guests are looking for experiences, not just transactional stays, and we wanted to convey the emotions - the feeling of lightness and escapism when you leave the hectic world behind and arrive at an A by Adina, rather than showcasing the product itself.”

“And for our very first campaign for this brand, we wanted to signal that A by Adina is something new for travel and for TFE Hotels… and I think we’ve done that.”

Sydney based agency, We Are Unity, developed the A by Adina brand in a highly collaborative process with TFE Hotels’ senior executives who, in the process, saw an opportunity to define a new market category of ‘Hotel Living’* for the premium brand that explained the perfect balance between a hotel and residential experience.

“Traditionally apartment hotels have been built with a residential feel, but that’s changing,” TFE Hotels CEO, Antony Ritch said. “What was missing was the “underlying experience” for those chasing a premium stay – that feeling you get when you stay in a place where people know you and, most importantly, know how you like to stay.”

“That’s hotel living and what you can expect when you stay at an A by Adina property in Sydney or Canberra.”

The brand campaign features 15 and 30 second edits of the film that will run on television, digital, social media, Qantas Inflight entertainment, Westfield premium floors and across TFE Hotels’ owned channels including abyadina.com. A print campaign will also run nationally.