Business Advantage was operating in a crowded and undifferentiated market. Competitor products were communicating similar benefits, and nobody – hotel staff included – knew our product existed.

So by creating a touring art installation, we turned a complicated, low-interest product into something impactful and simple that guests and staff could relate to.

Our campaign prompted a surge in sign-ups to the programme which more than tripled revenue for 2013.

Importantly, it also empowered staff, educated guests and broke through the staid and homogenous B2B comms of the hotel category.