The 'Overstay Checkout' Campaign*

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)...