|Brand||ART SERIES HOTELS|
|Product / Service||ART SERIES HOTELS|
|Category||A01. Event & Field Marketing|
|Entrant||NAKED COMMUNICATIONS Sydney, AUSTRALIA|
|Entrant Company:||NAKED COMMUNICATIONS Sydney, AUSTRALIA|
|Sales Promotion/Advertising Agency:||NAKED COMMUNICATIONS Sydney, AUSTRALIA|
|Seshan Moodley||Creative/Ideas Director|
|Adam Ferrier||Founder/Global Head Of Behavioural Science|
|Paul Swann||Executive Ideas Director|
|Jono Key||Communications Director|
|Aliya Hasan||Expressions Director|
|Lach Hall||Digital Project Manager|
|Matt Houltham||Managing Director|
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.
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.
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. 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.