Art Series Hotels is to allow its customers to check out hours or even days late in the latest campaign for the brand devised by Naked Communications.
The campaign which covers the Melbourne hotel chain’s quiet Christmas period follows last year’s multi-award winning Steal Banksy campaign.
According to the announcement for The Overstay Checkout: “Why do hotels force you to check out at 11:00am when your room is empty the next night? Ask for a late check out and you may get it, it may be for a few hours, or even over night – completely free – it all depends on when the next guests are set to arrive.”
Will Deague, the CEO of Art Series, said: “We think hotels keeping the rooms vacant is a bit of a waste. If people are not using them, why not let guests stay longer – even if it’s a few days. Naked have developed a genuine product innovation we’re extremely excited by. We’re rolling it out over summer – and then we’ll see how we go, with the aim to introduce the product during quiet times of the year”.
Adam Ferrier, global head of behavioural science at Naked, said “The hotel in effect is giving away something of value to the consumer – late check outs and free overnight stays, whilst at the same time it doesn’t cost the hotel anything as its all unsold inventory.”
The Overstay Checkout operates between December 16 and January 13.