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Published on Apr 29, 2012
Art Series Hotels, a luxury art-themed hotel chain located in Melbourne, Australia, needed to maximise occupancy rates over their quiet summer period to sell 1000 rooms. On a limited budget, we needed a hook to create its own momentum - generate awareness, website visits and ultimately room bookings.
Our idea had to create controversy AND motivate people to visit. All in a manner befitting this contemporary hotel chain.
We recognised that Melbourne has a history of art heists and that hotels themselves are rife with petty theft. Further inspiration came from the forensic psychology adage, 'Bad men do what good men dream'.
Bringing together darker human motivation, art heists and hotel petty theft, we generated our idea: Stay the night. Steal the art. But whose art? It had to be Banksy, the high-profile street artist whose work is frequently thieved.
Thus, 'Steal Banksy' was born. If guests could steal a signed Banksy (valued at $15,000) without being caught it was theirs to keep. If apprehended, back on the wall it went.