Art Series Hotels ad campaign wins industry award

George Sell George Sell Uploaded 06 June 2013


Australia: An ad campaign for Australian boutique hotel operator Art Series Hotels has won the $10,000 2013 Warc Prize for Innovation.

The campaign for the group's Overstay Checkout initiative, by Naked Communications Melbourne, was described as "an idea that mixed PR, word of mouth and new product development".

Overstay Checkout addressed "travellers' irritation with checkout times and allowed them to overstay in their rooms for free until those rooms were required by other guests".

An estimated 359% return on investment was generated on a budget of A$80,000. Room sales and spend on hotel services rose during seasonally quiet periods and the hotel owner was able to turn the offer on and off at will depending on its business requirements.

The agency was paid a commission on room sales during the offer period.

The judges praised the simplicity, effectiveness and risk-taking nature of the innovation which attracted positive word of mouth far beyond the hotel group's home market.

Howard Draft, executive chairman of Draftfcb and chairman of the Prize judges, said the winner "showed us that, as well as flawless execution, you need to have a genuinely new and compelling business idea at the heart of your campaign to create truly effective innovation in communications."

Lach Hall, Naked Communications' digital strategist on the Art Series Hotel account and co- author of the winning paper, said: "Art Series Hotels have been true partners in our quest to do innovative, category defining work. We all want to do great, innovative work, so when it happens it's wonderful to get it recognised."


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