Steal Banksy

‘Stay the night. Steal the art.’ That’s how we helped Art Series Hotels to fill beds in their off-peak Christmas period and stand out as a leading brand. With a total budget of only $80,000 our promise was to come up with an idea that wouldn’t rely on paid media.

So we concealed a $15,000 signed Banksy in the hotel and encouraged guests to steal the artwork.

Once found, all our guests had to do was get the Banksy out of the hotel without being caught.

To support the challenge, we launched an extensive social media and PR campaign.

The result? 1,500 rooms were booked over the four-week period (50% above target) and the idea attracted $2.1m worth of earned media coverage from 61 countries around the world.