Abstract

Melbourne-based boutique hotel group, Art Series Hotel Group (ASHG), mainly catered to business and corporate clients. ASHG and its advertising partner, Naked Communications (Naked), won accolades for their ‘Overstay Checkout campaign’. The campaign was seen as a genuine innovation in PR, word of mouth, and new product development. The campaign was intended to address the predicted decline of room occupancy during the months of December and January, the holiday season for most of the corporate clients. The offer was an unconventional checkout that encouraged the guests to stay for free in their rooms beyond the normal checkout time, 11 A.M.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

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

Keywords

Service Marketing, Promotions, Social media, New product development, Inventory and demand management, Perishability, Marketing communication