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Art Series Hotels: Overstay Checkout
Lach Hall, Dominic McCarthy & Adam Ferrier, The Communications Council, Gold, Australian Effie Awards, 2013
This case study describes a campaign from Art Series Hotels, an Australian boutique luxury hotel chain, which allowed customers to 'overstay'.
This case study describes a campaign from Art Series Hotels, an Australian boutique luxury hotel chain, which allowed customers to 'overstay'. The hotel needed a way to increase leisure traveller bookings during recurring quieter summer periods. Research revealed a major pain point of leisure travellers was the 11:00am checkout which was hitherto unchallenged across the market. The "Overstay Checkoutâ€, an innovative new checkout system based on hotel capacity, was born: guests would only have to check out when the next guest checked in. The campaign involved a social media presence and the sharing of overstay stories. The idea was recognsied globally as a genuine innovation in the hotel industry, and the campaign was tremendously successful, creating value for the consumer and solving the hotel's unsold inventory problem.
Art Series Hotels: Steal Banksy
Cannes Creative Lions, Creative Effectiveness Lions, 2013
For this campaign, Art Series Hotels, an Australian luxury hotel chain, raised its summer occupancy rates.
For this campaign, Art Series Hotels, an Australian luxury hotel chain, raised its summer occupancy rates. Art Series Hotels' unique service offering is that its rooms feature artworks some of Australia's best-known artists. The campaign used a low media budget and was targeted at business travellers. Campaign activity was based around inviting hotel guests to take part in a stunt "art heist", stealing a work by UK artist Banksy without getting caught. The stunt was publicised via the company's website, social media, experiential work and a PR effort. The main purpose was to generate a viral buzz; paid-for ads comprised less than 10% of the total budget. This was successful: even tennis star Serena Williams staged her own Banksy theft attempt. The hotel chain beat its occupancy rate target by 50%.
Intercontinental Hotels Group: In-Hotel Credit Card Acquisition
Effie Worldwide, Gold, North America Effies 2013
Priority Club Select Visa, the loyalty program credit card of Holiday Inn and the InterContinental Hotels Group, needed to boost the number of new US cardholders it acquired via the in-hotel channel.
Priority Club Select Visa, the loyalty program credit card of Holiday Inn and the InterContinental Hotels Group, needed to boost the number of new US cardholders it acquired via the in-hotel channel. Its existing approach, using leaflets at its front desks, was heavily under-performing. This led to a new channel focus to promote the card: the room. During check-in, guests' room keys were placed in a card jacket that promised 1,000 Priority Club Rewards points for watching a 90-second online video. With most card revenue coming from business travellers, the video showed the credit card as a portal device that seamlessly turned business travel scenes into holiday travel scenes, with an onward link to an application website.
Embassy Suites Hotels: More More and More
Effie Worldwide, Bronze, North America Effies 2013
This US campaign for Embassy Suites avoided the commonly-used strategy of gaining hotel customers through discount offers and instead repositioned the brand as providing more for the customer's money.
This US campaign for Embassy Suites avoided the commonly-used strategy of gaining hotel customers through discount offers and instead repositioned the brand as providing more for the customer's money. This drew a contrast with rivals who charged extra fees for various services to guests. Ads dramatised this positioning by pointing out the complimentary services provided by Embassy, including free breakfasts and cocktails. TV was the lead media, while other touchpoints including a Facebook competition. The campaign drove an increase in YOY bookings, and exceeded goals in both brand advocacy and brand linkage.
Art Series Hotels: The Overstay Checkout
Adam Ferrier and Lach Hall, Warc Prize for Innovation, Winner, 2013
Art Series Hotels is a boutique hotel chain operating in Australia which, each summer, experiences a downturn in sales due to its normal clientele, business travellers, not travelling.
Art Series Hotels is a boutique hotel chain operating in Australia which, each summer, experiences a downturn in sales due to its normal clientele, business travellers, not travelling. It needed to increase bookings during these months and during similar periods of low occupancy by attracting a new market: leisure travellers. The agency found that the 11am checkout time (a global standard) was one of travellers' biggest grievances. The Overstay Checkout, a world-first checkout system based on hotel capacity, was born. In essence, guests would only have to check out when their room was needed for the next guest. This case study provides evidence of the success of the concept, which has beaten sales targets and generated an ROI of 359%.
Warner Leisure Hotels: 2012 New Guest Acquisition
Direct Marketing Association - UK, DMA Awards, Gold, 2012
This UK campaign for Warner Leisure Hotels identified a particular age group - those in the seven years between planning to retire and actually retiring - as the best new guests.
This UK campaign for Warner Leisure Hotels identified a particular age group - those in the seven years between planning to retire and actually retiring - as the best new guests. Focusing on this tightly defined audience, TV ads were timed to coincide with their typical viewing habits and encouraged them to phone a call centre staffed by people who had been to all the hotels. Warner was able to spend 48% less and achieve 133% more revenue.
Art Series Hotel: Steal Banksy
Adam Ferrier, Matt Houltham and John Halpin, Account Planning Group - (Australia), Silver, Creative Planning Awards, 2012
Art Series Hotels, a group of luxury Australian hotels is primarily aimed at the business traveller. Usually fully booked, the hotel was suffering from a slump in occupancy rates over the off-peak Christmas period.
Art Series Hotels, a group of luxury Australian hotels is primarily aimed at the business traveller. Usually fully booked, the hotel was suffering from a slump in occupancy rates over the off-peak Christmas period. To sell 1,000 beds in its off-peak season a fundamental shift in strategy was required; it needed to connect with the leisure traveller. The hotel group also wanted to drive web traffic by 50%. This innovative campaign invited guests to participate in an ‘art heist’. High-profile artist Banksy was the ‘art prize’. Guests were challenged to steal a Banksy without being caught, offering them a unique experience. Social media was used to drop ‘clues’ to find the art. As a result of this campaign 1,500 rooms were booked in 4 weeks (50% above target). There was a 112% increase in Website visits. PR coverage reached 61 countries - $2.1 million PR value - 335% ROI. Unprecedented brand awareness was achieved.
LateRooms.com: Brands still win! Marketing in the era of Google
Jamie Inman, Jayesh Rajdev and Paul Sturgeon, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2012
This case describes how the online hotel booking website LateRooms.com has successfully marketed itself in a highly competitive sector, in which strategies range from brand-driven to pure search.
This case describes how the online hotel booking website LateRooms.com has successfully marketed itself in a highly competitive sector, in which strategies range from brand-driven to pure search. LateRooms.com, which combined brand building and search, has delivered the fastest growth in the market and a net profit of £3.91m.
Shangri-La Hotels & Resorts: It's in our nature
Clarissa Tam, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2012
Shangri-La, like other luxury hotel groups, suffered in the 2008-2009 recession but, rather than cutting prices, it used creativity to restore growth.
Shangri-La, like other luxury hotel groups, suffered in the 2008-2009 recession but, rather than cutting prices, it used creativity to restore growth. The objective was to return to 2008 sales levels by acquiring 10 extra stays per night per hotel, without price discounting. Against the category trend of rational claims, the campaign delivered by engaging consumers via a TV campaign and hotel staff via internal launch events that reminded them of their importance to the brand. Sales increased above target and faster than those of its competitors, delivering an estimated sales payback of 14:1, a profit payback of 6:1, and a shareholder value of payback of 35:1.
Art Series Hotels: Steal Banksy
Adam Ferrier, Matt Houltham and Aliya Hasan, The Communications Council, Gold, Australian Effie Awards, 2012
The Art Series Hotels, an art themed hotel group in Melbourne, Australia, needed to ensure occupancy rates were up over summer.
The Art Series Hotels, an art themed hotel group in Melbourne, Australia, needed to ensure occupancy rates were up over summer. Its resulting campaign was inspired by the fact that Melbourne has a history of art heists and that thefts from hotels are quite common (e.g. bathrobes). So it hung two pictures by anti-establishment artist Banksy and challenged people to stay the night and try to steal the art; if they didn't get caught, they could keep it. The message was spread using PR and social media and resulted in 50% more beds than expected being sold, generating an ROI of 335:1.
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