Archipelago reveals new faces of seven brands

Tenaiya Brookfield, Archipelago's vice president of sales & marketing, reveals the new brand campaigns
Tenaiya Brookfield, Archipelago’s vice president of sales & marketing, reveals the new brand campaigns

Archipelago International has unveiled the new faces of its seven core hotel brands at the annual Archipelago Fair in Surabaya.

The Indonesian hotel group has given each of its brands a modern new identity, including new brand slogans, as it embarks on a series of promotional campaigns.

Favehotel, the company’s budget brand, will now be marketed with the strapline “You Just Got Pink’d”, with reference to the brand’s pink colour scheme, while NEO, the budget brand targeted at business travellers, will be represented by the phrase “Try Something NEO. Under the new campaign, the Quest family brand will ask guests: “Are you ready for a Quest?”

Harper Hotels, which targets young professionals, will start rolling out a range of on-site activities, parties and events under its “Live extraordinarily!” campaign, while the full-service Aston brand will showcase its MICE and business concept with the strapline, “What the mind can conceive, it can achieve”.

favehotel's new strapline will be "You Just Got Pink'd"
favehotel’s new strapline will be “You Just Got Pink’d”

In the high-end segment, Alana will showcase Indonesian culture with batik headboards, Indonesian cuisine and local artefacts placed in each hotel, and the slogan “All the luxuries you deserve”. And finally the Kamuela brand will launch a new campaign targeting the honeymoon market.

“Our new campaigns not only provide a modern new look for our seven core brands, but they are designed to reflect a better focus on our markets, their needs and how we can serve them,” explained Tenaiya Brookfield, Archipelago’s vice president of sales & marketing. “The redefined characteristics of each hotel will make it clear to the public which brand suits them best, with corresponding benefits across the entire Archipelago International brand portfolio.”

Archipelago currently operates a portfolio of more than 110 hotels, with 100 properties in the pipeline across Indonesia, the Philippines and Malaysia.

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