To help solve the downturn in sales The Art Series Hotels experience in Summer, we needed to attract more leisure travellers. Our solution, The Overstay Checkout. An idea that did away with the 11 am checkout rule and allowed guests to stay on for free, until their room was needed for the next guest. This meant that if no one was booked in the next night, guests could stay another night for free. And if no one was booked in for the night after that, they could stay again and again, and theoretically, never leave. The campaign exceeded room night targets and created mass PR, due to its innovative nature and numerous stories of guests staying endlessly for free. I was luck enough to work with a great team on this campaign, which picked up a Silver Cannes Lion, A Gold Spike, A Gold, Silver & Bronze Effie, A Gold ADMA and The Warc Prize for Innovation in 2013.