Tasmania's luxury hotel, MACq 01, has partnered with Special PR to launch a new campaign aimed at helping Australians catch up on quality sleep.

The campaign, titled 'Pay By Sleep – Slumber Suite', offers guests the opportunity to reduce their bill by $100 for every hour of sleep they get over six hours. This innovative campaign is being promoted across earned, online, and social channels.

Research from MACq 01 indicates that 38% of Australians average just six hours or less sleep a night. The 'Pay By Sleep' campaign targets these sleep-deprived individuals, offering them a unique opportunity to improve their sleep quality while potentially staying for free.

"Our research revealed that seven in ten Australians agree that one of the benefits of going on a holiday is to catch up on sleep and feel refreshed. But we so often hear people returning from a trip away feeling more exhausted than when they left," said MACq 01 Head of Brand & Marketing, Danika Porter.

The Slumber Suite has been carefully designed to promote quality sleep. It features red lighting, a choice of pillows, temperature control, a sleep-inducing food and drink menu, a weighted blanket, Tasmanian bedtime teas, lavender room scents, bedtime stories, and a sleep guide from Shea Morrison, a sleep expert who was recruited to help bring the campaign to life.

"We developed the Slumber Suite in partnership with Shea with a carefully curated waterside room, boasting a sleepy food and drink menu, scientifically backed lighting and temperature, a bath lover's dream setup, snooze-inducing weighted blanket, room scents, and more," said Creative Strategist at Special PR, Kate Wilkinson.

Porter said: "At MACq 01 we’re embracing the sleep travel movement to not only give guests a reason to slow down and reset some negative habits, but also the most idyllic environment to do it in. The crisp Tasmanian winter temperatures and our waterside location are ideal for a good night sleep. We’re flipping the costly health retreat concept on its head and instead giving guests the benefits and potential to stay for free."

The 'Pay By Sleep' campaign runs until September 30th, offering a unique opportunity for Australians to combat sleep deprivation while enjoying a luxurious stay at the MACq 01 hotel.