The Business Of Art and Accommodation

Key to launching of the brand and its related properties was the creation of suitable branding materials, including video pieces that could convey the sense of emotion and experience that Federal were looking to imbue in each location. Increasing this challenge was the fact that very little source material existed from which to create video content. 

Using over 2,000 photos gathered on a 3 day tour of Tasmania, Deepend’s creative team were able to create a series of evocative video pieces, each conveying a suitable emotive experience for each given property. The Cradle Mountain piece uses a series of parallax movements to imbue a greater sense of depth to what is essentially just still photography. The backing music was specifically chosen to represent the peaceful, contemplative surrounds of Cradle Mountain and the sense of escape that visitors will feel, should they visit. 

The resulting pieces maintain a brand unity, while still conveying a unique experiential territory for each key Federal location. Created originally to launch the brand and the renovated properties to the media, the videos have since gone on to act as key brand vision pieces and are on regular display in Tourism Centres across Tasmania.