MACq 01 Luxury Hotel
Case Studies
MACq 01 Luxury Hotel
Intro
We discovered the target audience of Federal Group’s newest Hobart hotel was after more than just a nice place to stay. They wanted an immersive, engaging experience with the place they were visiting. That – we reasoned – could include the hotel they stayed in. We built the identity of the hotel on the identity of our island, telling the story of Tasmania with all its facts, faults and fantasies. Each of MACq 01’s 114 rooms were assigned a notable Tasmanian character, selected from the island’s past and present. A historian was engaged to uncover the details of each person’s life, and using this research we wrote all 114 stories, which were applied to the doors to greet guests. They were also collected in a large hardback coffee table book, One Hundred & Fourteen Doors, which we produced.
A website for the hotel and the stories was created, as was MRECs, leaderboards and interactive online banners that were placed on industry-specific websites, announcing the arrival of the hotel. We also conducted PR activity surrounding the opening of the hotel, including invites, eDMs and promotional material. Since its launch, MACq 01 has become one of the shining lights of the Tasmanian tourism industry, picking up a host of awards. Thousands of customers have now stayed at the hotels, adding their own Tasmanian stories to the custom hotel journals we created. As one happy customer put it: “This is a remarkable hotel where the individual stories of Tasmanians brings the hotel to life… A brilliant concept!”
We discovered our target audience was after more than just a nice place to stay. They wanted immersive, engaging experiences with the place they were visiting. That – we reasoned – could include the hotel they stayed in. We built the identity of the hotel on the identity of our island, telling the story of Tasmania with all its facts, faults and fantasies. Each of MACq 01’s 114 rooms were assigned a notable Tasmanian character, selected from the island’s past and present. A historian was engaged to uncover the details of each person’s life, and using this research we wrote all 114 stories, which were each assigned to a room and applied to the doors to greet guests. They were also collected in a large hardback coffee table book, One Hundred & Fourteen Doors, which we produced.
