TFE Hotels has released its new marketing campaign to support the A by Adina brand direction.

Designed by We Are Unity, the ‘And…breathe’ campaign was shot at A by Adina Sydney’s sky lobby and aims to encapsulate the experience of staying at the hotel.

“This premium apartment hotel brand marks the evolution of our much-loved Adina Master brand,” said TFE Hotels Director of Marketing, Katia Giurtalis.

“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.”

The A by Adina brand was developed by We Are Unity in collaboration with TFE Hotels’ senior executives, who saw an opportunity to define a new market category of ‘Hotel Living’ for the premium brand.

“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 and print, as well as through Qantas Inflight entertainment, Westfield premium floors and across TFE Hotels channels.