The Problem:
Art Series Hotel Group is well known in Australia but still lacks awareness overseas. We needed international travellers to notice our cheeky take on the art world.

The Idea:
WE TURNED EACH HOTEL ROOM INTO AN ART STUDIO FOR GUESTS TO BECOME THE ART.

At the heart of the campaign was a purpose-built iPad app that allowed guests to drop their robe and strike a pose in the privacy of their hotel room. The images were then shared via a secure link to an official Art Series Hotel artist to create a life drawing. This one of a kind artwork was delivered to guests following their stay.

The Results:
• The story reached over 150 countries
• Reaching over 44 million people
• Over $250 Million in earned media
• Achieved a 262% uplift in interest from the UK
• Attracted a new global audience with 87% of site visitors being first timers
• The No Robe rooms were sold out for the entirety of the campaign.

Awards:

39th AWARD awards
Finalist Best use of PR for campaign,

BeFest:
Gold Best Use of Small Budget.
Silver Best Use Experiential.

Mumbrella Travel Awards:
Best use of Face-to-Face/Experiential Marketing.
Runner Up PR Idea of the Year.

Credits:
Agency: AKQA Sydney
ECD: Jonathan Pease
CD: Jeff Mimery
Senior Art Director: Gabrielle Teasdell
Client Partner: Krystyna Frassetto
Creative Technologist: Christopher Armstrong
Executive Producer: Sarah Pritchard
Developers: Jacky Lau, Ari Tse, Bruno Storniolo
Designer: Krez Cukljek
QA: Jeffrey Montellano

For more information: artseriesnorobe.com