Art Series Hotels: The Overstay Checkout

Adam Ferrier and Lach Hall
Naked Communications Melbourne

Campaign details

Brand owner: Asian Pacific Group
Agency: Naked Communications Melbourne
Brand: Art Series Hotels
Country: Australia
Industry: Hotels
Media budget (USD): Up to $500k
Channels used: Email marketing, Internet - display, Internet - general, Internet - microsites, widgets, Point-of-purchase, in-store media, Public relations, Radio, Social media, Word of mouth and viral

Executive summary

Art Series Hotels is a boutique hotel chain operating in Australia. Each summer it 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.