Silver Spike

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Product / ServiceART SERIES HOTELS
CategoryA01. Event & Field Marketing
Sales Promotion/Advertising Agency:NAKED COMMUNICATIONS Sydney, AUSTRALIA


Name Position
Seshan Moodley Creative/Ideas Director
Adam Ferrier Founder/Global Head Of Behavioural Science
Paul Swann Executive Ideas Director
Jono Key Communications Director
Gerard Hindle Designer
Aliya Hasan Expressions Director
Lach Hall Digital Project Manager
Matt Houltham Managing Director
Larissa Rembsiz PR

The Brief

We needed 1000 bookings in a month. The Art Series Hotels are a luxury group of hotels located in Melbourne, Australia. They needed to ensure occupancy rates were maximised over a traditionally quiet month (mid December to mid Janurary), specifically to sell 1000 beds.

Describe how the promotion developed from concept to implementation

We encouraged our potential guests to steal a valuable Banksy hanging in the hotel, (valued at $20,000). If they could do so without being caught it was theirs to keep. We spread the word via PR (it was in the Australian newspapers 4 days in a row), and social media (Facebook, Twitter, and LinkedIn). We also utilized the hotels owned assets (social media and mailing lists). We supplemented this with paid media in press, web, search and on and offline travel media. We gave clues via social media (#stealbanksy) as the artwork was circulated between the three hotels.

Describe the success of the promotion with both client and consumer including some quantifiable results

Our brief was to sell 1000 beds in 4 weeks. The campaign exceeded this by 50%. It generated over 3083 social media mentions with a reach of 6.7 million We generated mentions across print, online news and blogs - which drove more than 105,000 visitors to the hotel website (increase of 112%). PR coverage spanned across 61 countries and was estimated at $2.1million. A 300% return on investment for the campaign. Off a budget of only $80,000. As per the interview in case study, Art Series hotel CEO stated it was by far the best campaign that they've ever done.

Explain why the method of promotion was most relevant to the product or service

Explain why the method of promotion was most relevant to the product or service. We leveraged the fact that the city of Melbourne has a history of art heists, and decided to create one for ourselves. • The hotel is well known for its extensive range of art from Australia and abroad. • Theft is synonymous with hotels. People often steal shampoo bottles, gowns and fluffy towels. • Banksy's work is often associated with misappropriation and theft. 'No Ball Games' was once stolen of a London wall. • Melbourne has a rich history in art theft. Picasso's 'Weeping Woman' was stolen in 1986 and later discovered in a locker at a city train station.