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Art Series Hotel: Bringing The Art and Science of Marketing Together

I was first introduced to the Art Series Hotels group (recently acquired by Mantra group) during one of my visits to Melbourne, Australia. I was incredibly inspired by the brand ethos behind this engaging boutique hotels company. Each hotel environment dedicates itself to an Australian contemporary artist. I stayed at the Blackman which at that time was all about the Alice in Wonderland theme.

But what caught my attention most, are the innovative marketing campaigns. This boutique chain of hotels has always endeavoured to think out-of-the-box and come up with super interesting and engaging campaigns. For instance their recent Around The World campaign awards one creative guest the chance to visit some of the world’s best art collections in New York, London and Paris. To win this, guests must ‘collect’ a stay at each of the group’s art-inspired boutique hotels and must post a creative photo to social media using the hashtag #thecollectors.

In the past too the brand has come up with award-winning ‘Steal Banksy’ and ‘Overstay Checkout’ campaigns. I have taken the liberty to share the two case studies that have been much talked about! I hope you too enjoy watching the videos.

In a world today when we feel brands and loyalty is only skin deep; this brand emphatically exemplifies what it means to be differentiated and how best to engage it's guests on an on-going basis with campaigns that are meaningful, innovative and best project the brand and its offerings.

But let's not for one moment think that these are just gimmicks. As you may have learned from the videos, the brand sure does know how to bring the art and science of marketing together.

Kudos Art Series continue to be an inspiration in every possible way as I continue to be your loyal guest and follower.

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