Steal Banksy
ROLE: Comms Strategy, Content Strategy
AWARDS: Cannes Gold Lion: PR, 2 x Gold Effie, ADMA – Grand Prix, 2 x Gold, CLIO – Silver, D&AD – In Book, Spikes Asia – Gold, 2x Silver, New York Festivals – Silver, World Festival of Media – Gold, LIA – Silver
OVERVIEW:
The Art Series Hotels located in Melbourne Australia, house an array of sought-after artworks from around the world. They needed to ensure occupancy rates were up over a quiet summer period between their 3 hotels.
Our solution was to hang a Banksy and ask people to ‘Stay the night to steal the art’.
If they could steal the Banksy without being caught, it was theirs to keep. Up for grabs was ‘No Ball Games’ which was once stolen off the streets of London using an angle grinder.
From an $80K marketing budget, the campaign attracted media attention in 61 countries to the value of $2.1M and delivered a 301% ROI with the sale of 1500 room nights in 4 weeks (50% above target).
