BRIEF

With most hotel experiences perceived as transactional and impersonal, the moment was ripe for Peppers (part of the Stella Hospitality Group) to turnover the proverbial bed linen and do a spot of housekeeping — starting with a brand refresh and new positioning for their range of retreats, resorts and hotels across Australia and New Zealand.  

Research also uncovered a growing touristic trend which saw holidaymakers actively seeking novel and quirky encounters with authentic (and often eccentric) residents and characters, rather than the hackneyed ‘wish you were here’ postcard routine.

STRATEGY

Building on the existing brand message Every One’s Unique, the strategic insight was to hone-in on those one-of-a-kind, idiosyncratic experiences that only Peppers owner-operators — who live and work on their properties — know how to deliver.

The breakthrough came with a proposition as crisp as a tightly folded bedsheet: ‘Act like a local, not a tourist’. This twist on the local-visitor dynamic ultimately lead to a tagline and ensuing creative campaign that was conceived to highlight Peppers’ positioning in an emotive and engaging way.

SOLUTION

Adopting a distinctive photojournalistic style, the press executions combined reportage imagery with simple yet powerful documentary language, whilst the inclusion of an italicised title — as well as a place name, date and time ­— hyper-localised the framed off milieu, adding a quasi National Geographic quality. 

A David Attenborough-esque inner monologue narrated the scene with charm and allure, as the body copy came to life to capture the essence of a unique stay at Peppers. Regular as room service, a short blurb reiterated the ‘Ask a local. Ask Peppers’ promise before a considered used of clear space led the eye to the Peppers logo and lock-up, anchoring the story with measure and credibility.