COMM2684

Communicating Brand Narrative

Brief 3 // Brand StrategyS3541044

Emma Dennis

Section One

The Client

Stayz Australia.

With over 40,000 holiday rental properties listed, Stayz is one of the most used online accommodation booking sites in Australia. Members can list their homes, or rent other properties through the company. A database of all the rentals on the site helps users to narrow down options and decide where they’d like to stay, Australia wide.

Stayz has both a primary and secondary audience as the company deals with home-renters and property owners; the former being the primary. Home-renters can be classed into five categories; explorers, dreamers, family vacationers, stress-releasors, and celebrators. Explorers are adventurous and want see the world, and whilst dreamers aspire to travel, certain obstacles prevent them. Family vacationers are those planning a family trip, and stress-releasors need a break from their day to day routine. Celebrators travel with the purpose of celebrating an event at their destination.

Property owners consist of property listers; those who own holiday houses and who’ve created personal experiences through their homes, which they wish to share. Conversely, there is hesitation amongst the uncertainties; who form the other half of the secondary audience. They are property owners who are apprehensive in listing as they worry about the potential harm done to their home.

Section Two

Brand Language

Values

The values upheld by Stayz are integral in defining their brand identity. Stayz created a community through the relationships between themselves and clients, and between renters and listers. Of this circle, loyalty and trust are fundamental in maintaining harmony and a thriving reputation. They are key in ensuring the return of clients time and time again. Feeling a sense of honesty and confidence is part and parcel when one browses the Stayz website. They are upfront and offer full-disclosure regarding renting, financial, and listing information. Stayz acknowledges their responsibility to provide a memorable and desired experience for all users, both listers and renters. Peace of mind is assured to all clients in knowing their money and properties are secure as Stayz is well established in the industry, and very knowledgeable. As a growing company who only continue to flourish, Stayz values creativity and adventure and want to expand their clientele to provide more Australians with the ideal holiday booking experience.

Personality

If Stayz was a car, it would a be a full size Dodge Journey SUV. This car is a large model and can seat many passengers; fit for numerous people of all demographics. It seeks to satisfy all passengers therefore will go to extreme lengths to drop them off at their desired locations. Given its four-wheel drive feature, the Dodge Journey has no problem going off road in order to satisfy its passengers and make their experience enjoyable and memorable. One of the safest SUV’s on the market, people can rest-assured knowing they can put their trust into the car, and they’ll be safe and secure; satisfied with the journey. It’s a reliable model and is renowned for being technologically advanced. In this, the SUV has top range bluetooth and sat nav software and can connect to other users online instantly; making it highly efficient. It’s a family-friendly car and is top of the range for those looking for an easy, affordable and safe experience in getting them where they need to be.

Section Two

Brand Language

(cont.)

Section Two

Brandmark

Original

Rebrand Colour Rebrand Mono

I played around with many different colours and fonts but landed on this combination. I feel it encapsulates the everything the new Stayz represents. It’s simple, fun, and welcoming. Wanting to stay away from the original house, I opted for a different brandmark.

Section Two

Brandmark (cont.)

Earlier works in progress

An angled key doubling as a magnifying glass is Stayz’ primary brandmark. It features in the campaign either alone, or as part of the main logo (previous page) wherein it depicts the letter O. It’s simple yet memorable and most importantly, suggests the brand’s promise and alludes to their purpose.

It’s reasonable to assume a magnifying glass is representative of ‘looking’ or ‘searching’ and that a key is indicative of ‘house’ or ‘lock’. However by joining the two symbols; thus merging the concepts, the idea of ‘discover home’ is portrayed through a brandmark.

Maintaining simplicity was very important in this creative process as I wanted to produce something easily recognised. Less is more.

Section Two

Colour Palette

Noosa

Sydney

Katherine Port Elliot

Thredbo Avoca

These are named after Australian towns known for their beauty and hospitality; featuring either snowy mountains, beaches, outback, wildlife, rivers, or rainforests. I wanted to depict the vast versatility of the Australian landscape through colours which I felt represented different places one might call ‘home’.

Architects Daughter // Discover Home // Stayz

Nothing You Could Do // Discover Home // Stayz

Coming Soon // Discover Home // Stayz

Bad Script // Discover Home // Stayz

Section Two

Typography

(samples)

Reenie Beanie // Discover Home // Stayz

Amatic SC // Discover Home // Stayz

Section Two

Typography

(cont.)

The sampled fonts are size 24 so I could accurately assess them aesthetically. Reenie Beanie is the ‘main’ font I chose for my final brief to be featured in posters and touchpoints, often as the primary focal point of text and followed by a #hashtag. It was reintroduced after originally appearing in Brief 2 tied to the concept, ‘Explore Australia’, as it’s fun yet legible, and indicative of ‘discovery’. I partnered Reenie Beanie with Amatic SC. The thin, capital lettered font creates a great contrast and is appropriate for smaller writing on the posters such as the website. The secondary font is clear and simple, yet another font was needed for my guest book and thus I introduced Cutive Mono. It’s typewriter-style partners well with the vibe of the book and concept; being simple yet charming. It’s great for writing large amounts as it’s legible and well-spaced. The fonts I’ve chosen all encapsulate ‘Discover Home’ in their own way.

Section Three

The Campaign // Call To Action

The Campaign

The objective of this campaign is to make people aware that Stayz can help you find what you’re looking for in terms of a place to call home. They are targeting all demographics and both homeowners and vacationers. Discovering home for the property-listers may just mean finding happiness in renting their houses and sharing their memories. It’s about experiencing the same feeling you get when you feel right at home; a feeling of contentment, fulfilment, and excitement. Whether it’s a physical or metaphorical home, Stayz wants to help people of all demographics discover something that feels like home to them.

Call To Action

Discover Home. That is the call to action. It’s intended to inspire people by encouraging them to go out and find their home. Home doesn’t have to be a literal house; it could be a town in general, a city, a beach, a cafe, a group of friends or even an experience. The point is, however you define ‘home’, Stayz can help you attain it, live it, experience it, discover it. By booking a rental property via Stayz, they’re assuring that you will find something that you can identify as home, making your travelling experience all the more special and memorable. There is so much intrigue and allure in the concept of discovering something you could call home that you never knew existed, all thanks to Stayz.

Section Three

Hero Image

I have a series of hero images as I feel my campaign requires several visual aids to be totally digested by the public. The connotations of ‘home’ are endless; nobody sees home in the exact same light, therefore I couldn’t settle on just one image to represent it. These photos each suggest happiness and a sense of accomplishment. This stems from the feeling of having ‘discovered home’ either with friends, family, alone, or at a new destination. Noticeably, several feature a smart phone taking a photo, and in two instances a selfie. This was a conscious effort to link the idea of discovering home practically, and virtually. It’s also reinforcing the action of digitising one’s experience by sharing it online via the hashtag ‘discover home’; thus acknowledging the prevalence of advertising via social media.

Section Three

Campaign Journey

Diagram

Audience

ReachOutcome

Engagement

General Public. 18 - 70

Empowering

PostersBlog Post

Instagram FeedRadio Ad

More properties listed with

Stayz

Audience - My campaign is targeted towards the general public as Stayz isn’t a company whose services are exclusive to a specific demographic. It can be used and enjoyed by people of all ages and backgrounds. Young or elderly property owners looking to make some extra money, families of all kinds seeking a trip, teenagers wanting to get away for the summer, and even middle aged workaholics who need a break. The list is endless.

Reach - The touchpoints I’ve created are all intended to appeal to a wide range of individuals and entice them to discover home using Stayz. They are engaging and exude happiness and a sense of fulfilment. This is something that I hope will resonate with my audience and help them identify with the message of the campaign.

Engagement - The campaign is intended to empower people and encourage them to find their home, or discover a new meaning to the word home. It’s inspiring them to explore, uncover and learn about the country they live in and what makes a home for them. It’s an influential and thought provoking campaign intended to generate action.

Outcome - The ultimate outcome of this campaign would be that the Stayz website has more hits, their online profile boosts, more properties are listed, and more people are renting homes. Stayz is recognised as the best online accommodation booking site in Australia for helping people discover home.

Section Three

Campaign Journey Diagram (cont.)

Section Three

Risk Assessments

There are certain risks involved with the launch of this campaign. The older audience of my demographic - many of the property listers - may not be reached through the posters. They may consider them solely directed at younger individuals who are constantly on their phones, taking selfies and posting photos on Instagram. In this, they most likely wouldn’t be reached through the Instagram feed. This is why I have the an advertisement on radio as it’s a platform that can reach a wide range of demographics. Each touchpoint of the campaign is intended to reach every age group to ultimately get the message across nationally that Stayz can help you discover home.

Section Three

Touchpoint 1 // Posters

As I did a series of hero images, I designed several posters to feature them in an advertising sense. I altered the fonts and colours to give each poster it’s own identity and unique story; whilst maintaining the key message of the campaign. Firstly I wanted to depict the campaign in a way that could be identified by almost everyone. The roads poster beckons the question ‘which road would you take?’, prompting people to think about where they would choose to go if they had the chance. It alludes to the freedom and endless possibility that Stayz can provide. Secondly, I created 3 posters that encapsulate the idea of sharing your experience through hashtags and smartphones. They’re all set in different locations; demonstrating that home can be anywhere and the options of finding a place to call home are endless. It also doesn’t matter if you’re alone or with several friends; with Stayz, you can discover home in any circumstance. I reiterated this through the hashtags which alter between #IDiscoveredHome to “WeDiscoveredHome. Hypothetically, it could be adjusted to suit any situation; “SheDiscoveredHome “IAmDiscoveringHome etc. Finally, I ended with a photo that was originally used in Brief 2 and one that I felt perfectly depicts home in the family sense. Being amongst people, surrounded by love, laughter and food; this is the kind of image and message that I feel will resonate with anyone who feels home is where the people you love are.

Which

#DiscoverHome

road would you Take?

www.stayz.com.au

Poster One

#IDiscoveredHome

www.stayz.com.au

Poster Two

#WeDiscoveredHome

www.Stayz.com.au

Poster Three

#WeDiscoveredHome

With Stayz

Poster Four

StayzDiscover Home

Poster Five

Section Three

Touchpoint 2 // Brand Journalism

Ali’s Aussie Adventures!Blog Post #29G’day mates! If you’re already put off by that cheesy jargon, don’t let the door hit you on the way out; there’s plenty more slang where that came from! So as you all know from my previous post, I’m in the middle of an exciting travelling adventure exploring the land down under. One girl, one continent, 3 months, some kangaroos probably … what will go down? Well to be totally honest I’m already 2 weeks into my journey and haven’t accomplished a whole lot guys. I’ve spent the last 14 days relaxing in Byron Bay; sun-baking, juicing, not caring, listening to vinyls, and other indie things that we both know I can’t pull off. In all seriousness, whilst the sun has been divine, I’ve actually been busy as a bee (can we come back to this later and discuss, why a bee?) planning the next 10 weeks of my trip down to the very last detail. I want to make sure I do everything I want to do! I hate it when you come home from a holiday and realise you forgot to go to an important landmark or missed a festival because you didn't know it was on! I’m determined to do every Aussie thing imaginable.

Some of you newbies might be thinking ‘why Australia?’ and that’s okay, you’re clearly too flat out to scroll down to my previous posts and read about why I’m doing this trip. Here’s the synopsis; I’m Australian myself and lived here until I was 21. I then moved to the USA (good old ‘Murica) - at the perfect age might I add - for my job. Well 7 years of this accent in Southern California garnered many questions like ‘Have you ever seen a snake eat someone? and ‘Do people live in that huge desert in the middle or just koalas and wombats?’.

15/03/16

As obnoxious as they were, they made me realise; I didn’t know anything about my own country. Whilst I lived here I never ventured in the middle, or the North, or the West; I pretty much stayed where I was raised and didn’t ask questions. Now that I have the chance to come home for the first time, I decided to make the most of the trip and really uncover the true Australia in all her beauty! (snaps for me)

So here we are, where I’ve decided to begin in Byron Bay. Literally this place is beyond gorgeous, and the locals! it’s like being gorgeous is a prerequisite to living here. Anyway I’ve been staying in the little cottage that’s about a 300m walk from the main beach. Perfect for naturally lazy people such as moi. I rented it off Stayz for a bargain because I’m travelling alone. Would you look at me, all adult and mature in my own little compact house. It’s exactly the kind of place you’d imagine when thinking of a beachside cottage. So clean and cosy, everything white and blue. So far that’s been the easy part; renting this first house. I knew once I did that I’d have to actually live in it and dedicate some serious time to booking the rest of my accommodation. I wasn’t sure why booking the rest of my trip seemed so daunting. Then it hit me, mother dearest always took care of this. I’m ashamed to admit it, but even at 27 years old I’ve never really done anything like this for myself. I typically avoided the process for fear of booking somewhere in the middle of nowhere where people are known to be murdered. Now that I’ve actually done it, it’s bloody easy! Seriously, all I did was hop on the Stayz website, and within 10 minutes I’d booked the perfect place. It’s so simple to navigate; almost as if it’s designed for people like me, who really just have no clue. I know what you’re thinking; ‘how much are they paying you to say all of this?’ frankly, not enough. I kid (but seriously Stayz if you’re reading, contact my people … which is me)

I haven’t been asked to promote them, I just felt I owed it to my fans to give you the inside scoop into the easiest way to book accommodation. What’s that saying, ‘nothing worth having comes easy’? Well in this case it does.

The whole vibe of ‘discovering home’ as well is so right on. Seriously who else has seen this? Well if not you've been living under a rock because it’s everywhere. All these hashtags and grams of people finding their true home and place of happiness is inundating my feed; it’s awesome. I totally believe home is where the heart is, don’t you? It doesn’t have to be a physical place, but it can also be somewhere magical you just discovered in a random town. Seriously, I’m truly starting to identify my little shack as a home I once lived in in another life. Maybe that’s because Doris and I (property owner) had such a great chat about the house; good old Doris, what a legend. So lovelies, I’ve decided that since it was so easy the first time, I’m gonna book all the accommodation via Stayz. Not only to liaise with gems like Doris, but because I’m seriously hooked with this whole discover home craze and I want to be a part of it! I reckon I can totally find a place that I can call home in each area I visit, why not? I’ll get to know my country better and imagine the wonders it’ll do for my Instagram!

Watch this space kids; I’m going on one hell of a journey where I’ll hopefully discover multiple homes along the way - till next week! (PS. If anyone else is currently travelling let me know if you also used Stayz and are discovering your home! PSS. everyone totally needs to rent this place after I’m done, I’ll put the address in the comments; you’ve just gotta chat with Doris).

Ali xxx

Section ThreeTouchpoint 3 // Instagram Feed

STAYZAU

www. stayz.com.au

Discover Home with Stayz, the #1 Holiday Home Rental company in Australia.Tag ‘stayzau’ in your holiday snaps to be featured on our page!

Stayz Australia

stayzau

stayzauCaloundra, QLD stayzau

Perth, Western Australia

stayzau Just when we thought Falls Creek couldn't get any more magical! @samlogan #discoverhome #stayzau #discoverwithstayz #fallscreek

stayzau @tom4 @js21 & @dalek are experiencing the best weather on the Sunshine Coast #discoverhome

caitlynprice155 I’m so jealous!!! Must go here!!

jakes5 Just booked a place here with @stayzau for next week! #cantwait

stayzau #discoverhome in Perth with our 40% off sale on WA properties this weekend! www.stayz.com.au

beccaj @tink @karen32 Girls let’s book asap!

liamcole omg wow! Putting my home up for rent now!

This radio ad is intended to cause intrigue and evoke wonder. When people hear it, they should ask themselves ‘what do I call home?’ or ‘where is my home?’. It’s demonstrative of the fact that there are multiple definitions of the word home and everybody is unique in their perception of it. It also makes listeners aware that Stayz can help people discover new homes all over Australia. Stayz is responsible for helping so many find a place or have an experience that feels like home, and listeners can rest assured knowing they always deliver on this promise.

---------------------‘Stayz Discover Home’ Radio Ad 2016

Opens.Voice Over (Young Woman, 20-25): 24, Coral Court, Byron Bay. (delivered happily and with confidence)SFX: Light chatter in background, other women’s voices, wine glasses clinking, light laughter.Duration: 2.5 seconds.

V/O (Male’s voice, 30-35): Sorrento back beach, mid January. (spoken with ease and content)SFX: Waves crashing in background, seagulls chirping.Duration: 2 seconds.

Section Three

Touchpoint 4 // Radio Ad

V/O (Young Boy, 10-12): Nan’s house in Tassie, with all my cousins. (tone is happy and delivered proudly)SFX: Light laughter in background of young children, dishes being put away faintly as if set in a kitchen just after dinner.Duration: 2.5 seconds,

V/O (Older Woman, 55-60): Melbourne’s CBD, with Sarah and James. (spoken happily and with excitement)SFX: Car horns in background. Evidently set in city but up high, perhaps in an apartment as the horns and city noise are faint.Duration: 2 seconds.

V/O (Elderly Man, 65-70): My front porch, Chapel Lane, Darwin. (spoken slowly and proudly)SFX: Birds chirping in background, but very quiet and peaceful. Clear that it’s outside)Duration: 2.7 seconds.

V/O (Generic Male Voice): What is home to you? Discover Home, with Stayz. (said clearly, warmly, and genuinely)Duration: 3 seconds.

Section Three

Touchpoint 4 // Radio Ad

(cont.)