The 'Overstay Checkout' Campaign*

            

Details


Case Code : CLSM049
Publication date : 2013
Subject : Services Marketing
Case Length : 04 Pages

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Abstract: ICMR India ICMR India ICMR India ICMR India RSS Feed

This case study is about a loan applicant and the problems he faces because of the lack of product knowledge, clarity, & customer service on the part of the bank officials.

Issues:

Service marketing
Peculiarities of services
Managing demand during the lean season
Marketing communication

Introduction

In June 2013, Art Series Hotel Group’s (ASHG) ‘Overstay Checkout’ campaign won the prestigious 2013 Warc prize for innovation. The ‘Overstay Checkout’ campaign was designed and executed by ASHG’s advertising partner in Melbourne, Naked Communications . ASHG and Naked Communication were lauded for their innovative idea that integrated new product development, word of mouth, and public relations. The campaign boosted ASHG’s room occupancy rates during the lean period between December 2012 and January 2013, and generated a 359% return on investment.

Melbourne-based ASHG was headed by William Hunter Deague (Deague), the CEO for the Asia Pacific region. ASHG operated three boutique hotels under its banner – The Cullen, The Olsen, and The Blackman. Another two boutique hotels – The Watson and The Larwill – were under construction as of mid-2013 and were expected to be completed in 2013 and 2014 respectively . The cultural and sporting capital of Australia, Melbourne, was also a hub of many other categories of hotels. The hotel industry contributed significantly to the Australian economy. It provided employment opportunities to people across the country -- estimated to be more than 270,000, according to Australian Hotels Association (AHA)...

Questions:
1. What was the rationale behind the ‘Overstay Checkout’ campaign?
2. What led to the success of the ‘Overstay Checkout’ campaign?
3. Why was the ‘Overstay Checkout’ campaign considered as an innovation?

Key words:
Service Marketing; Promotions; Social media; New product development; Inventory and demand management; Perishability; Marketing communication







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