Boutique budget hotel The Hoxton hotel in Shoreditch, London, is offering the winner of a competition a permanent tattoo.
The words Hox Rox will be branded on the person selected from entrants who submit photographs of the area of the body where they would like the tattoo to be inked.
Jules Pearson, head of PR and communications for the 208-bedroom property, said that the Hoxton likes to do things differently.
"We as a hotel have always like to be innovative, ever since we opened our doors in 2006 when we offered free water, free Wi-Fi, free fresh milk and free international calls when other hotels were charging a premium," she said.
"Tattoos have seen their popularity skyrocket in recent years and this area in particular is home to some of the best tattoo parlours in London."
Although the Hoxton is frequently referred to as the Hox, Pearson said that the words Hox Rox do not just stand for the Hoxton Hotel. "It was chosen because it represents the area too. Hoxton or Hox is a neighbourhood which many people live in, visit regularly and have grown up in, thus it will have a special connection to many people.
"It's those people the competition will appeal to, those who have a special relationship with the area and those who agree that Hoxton Rocks!"
The competition, which closes on 13 November, is being run to coincide with a local tattoo studio Vagabond setting up a pop-up parlour at the hotel on 16 and 17 November.