The Ascott Limited is the world’s largest serviced residence owner-operator with over 22,000 serviced residence units across the Asia-Pacific, Europe and the Gulf. The company operates three brands – Ascott, Citadines and Somerset – managing a portfolio that spans more than 80 cities across 20 countries. The final campaign was derived from an in-depth discovery process to gain insight and understanding of how guests see and experience Ascott Limited worldwide.
We conducted a focus group research with guests to understand their travel patterns and perceived values of the brand. After analysing the results, we conceptualised the slogan: Defining Global Living. Qube paired this slogan with a series of complementary images. A TVC was launched alongside a revitalised website, both brought into alignment with the fresh brand position. We also authored a comprehensive branding guideline manual for the brand’s worldwide relaunch and continue to spearhead campaigns for The Ascott Limited.