MACq 01 Hotel unveils ‘Where One Tasmanian Story Leads to Another’ campaign via Showpony

Luxury Hobart hotel, MACq 01, has this week launched a new marketing campaign ‘Where One Tasmanian Story Leads to Another’ that celebrates their deep connection to place. The new campaign was developed with award-winning creative agency Showpony and supported by Hobart-based production house OI Studios with a combination of live-action footage and CGI.

MACq 01 is the first hotel of its kind in Australia, dedicated to immersive storytelling and invites guests to experience Tasmania’s history and unique offering through every touchpoint. From the design of the hotel’s 114 rooms, each inspired by a Tasmanian character, to the interactions with storytellers, local produce and architecture, storytelling is played out across the whole hotel.

With sweeping views of kunyani/Mount Wellington and Hobart’s waterfront, all of the 114 rooms tell the different story of a Tasmanian character, whether a Fighting Believer who stood up for change, a Colourful & Quirky personality whose eccentricity made history or a Hearty & Resilient individual who overcame immense challenges.

Danika Porter, Head of Brand and Marketing who led the new creative direction says an enormous amount of work has been undertaken since conception to ensure the storytelling of Tasmania’s rich history and modern marvels are woven throughout the guest experience: “All of our staff lead with storytelling, whether you’re hearing a tale from a bartender while enjoying a drink crafted by a neighbour distiller, or discovering the historical story behind your room’s door, or walking Salamanca with our master storyteller, MACq 01 invites you to be part of a stay where one Tasmanian story leads to another.

“The hotel experience strives to capture the essence of Tasmania without having to leave, MACq 01 Hotel is not just a place to rest, it’s where the stories of Tasmania unfold.

“This campaign solidifies MACq 01’s heroes the way this special property brings the very best of the Tasmanian experience to life. From the first interaction with our campaign, we want guests to feel the magic of this island and be intrigued to uncover its stories for themselves.”

“Storytelling is the ultimate form of entertainment, and we hope our unique positioning and this campaign piques curiosity and encourages future visitors to the state to be want to delve a little deeper.

The campaign will roll out nationally across owned and paid digital channels in the coming weeks, with the hero video and imagery designed to entertain, inspire, and spark curiosity, encouraging travellers to begin their Tasmanian journey with MACq 01 Hotel.

Says Nic Maumill, Creative Director at Showpony: “Nowhere else in the country captures the imagination quite like Tasmania, and to us, MACq 01 felt like this perfect distillation of everything we love about the place.

“The opportunity to not only bring some of these incredible stories to life, but make them relevant and tangible to the hotel experience, was a creative’s dream. A collective ambition across all three teams (MACq 01, OI Studios and Showpony) to produce category defining work, bore a collaboration were immensely proud of.”

MACq 01 Hotel (Federal Group)
Danika Porter – Head of Brand and Marketing

Creative Agency: Showpony
Parris Mesidis – Group Creative Director
Claudia Steven – General Manager
Nic Maumill – Creative Director
Micha Paderin – Associate Creative Director
Abby Moulton – Associate Creative Director
Jermaine Rowe – Senior Copywriter
Nathan Moore – Senior Art Director
Oscar Riley – Junior Art Director
Albert Hopkins – Junior Copy Writer
Felipe Carrasco – Motion Graphics Designer
Patrick Cotter – Photographer
Alex O’Neil – Agency Producer
Bryony Diggle – Senior Account Manager

Production – OI Studios
Producer – Matt Osborne
Producer – George Underwood
DOP – Mitch Osborne
First AC – Tom Roach / Martin Sinclair
Gaffer – Dave Seneviratne / Micheal Rankine
Wardrobe/Props – Paige Fountain