The idea was to create the Cultural Rate, valid from Friday to Sunday; clients presenting a theatre, cinema or museum entrance ticket would be entitled to a rate of R$65.This presented the opportunity to win over a new public, with a new profile: people who go to the theatre, cinema or museums on the weekend and may 'extend their night out' at a Parthenon flat.In partnership with a ticket sales organization (Ticketmaster), we reached 10.000 prospects via a mailing piece simulating a sign: Gone to the theater. Back Sunday.The "Extend your night out" concept was exploited in light-hearted humorous way with a video for theaters and show venues, billboards and an advertisement in specialist magazines.

The strategy of a differentiated rate upon presentation of a ticket proved successful, resulting in a record increase in the number of room nights: after just two months of the campaign, the number was greater than the previous nine months, with a 52% increase in the occupancy rate on weekends.The campaign pilot was originally just a short term promotion. With the results obtained, the Cultural Rate evolved into a brand product, with the adhesion of all the seventy flats in Brazil.