Don’t want to checkout from your comfy hotel room? No
problem! Art Series Hotel Group has a solution you cannot resist.
Brian Keenan from Ketchum used this case as an example
during his presentation on campaigns, and it just stuck with me. The Australian
luxury hotel chain came up with a simple yet brilliant campaign that increased
its customer base by manifold.
Instead of booting its guests out, it let them stay in the
hotel until the next guest arrived. It gave its customers something other hotels
did not and earned their gratitude in the form of free publicity.
Here is a video that was put together that described their
awesome campaign. And trust me, it is worth watching.
The campaign was very well executed. The idea behind it
was so simple but it resonated amazingly well with the public. Who would have
thought that such a simple idea would result in more than 300 percent return on
investment?
From this campaign and Keenan’s presentation, I learnt that a
great idea is all it takes to make a difference. And for the idea to be
impactful, it needs to have certain attributes.
It should,
- · Have a purpose
- · Be simple
- · Make sense to your audience
- · Appeal to your heart and mind
- · Be relevant
- · Achieve the goal of your business
And if you have got that squared away, you are all set to
roll out your campaign.
Remember, it’s all about the idea!
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