AN INTIMATE, ART-FOCUSED PROPERTY IN THE HEART OF A MAJOR CITY
The purpose
With an overall goal of increasing awareness and driving direct bookings to the hotel website and outlet pages, our approach emphasized the property’s unique differentiators and established a clear and creative hotel narrative in a soft market. By positioning this boutique-like hotel as a destination within the destination itself, we invited guests to experience a luxurious home-away-from-home.
To do this, we focused on three objectives: establishing a sense of place in their premiere location, B&F to drive ancillary revenue, and creating a cohesive visual identity specifically for social media.
The strategy
We boosted product and location awareness through a strong content strategy. This highlighted key property features such as the in-house gallery, multiple dining outlets, and prime location. Our cohesive visual identity, formed by custom graphics, templates, and icons, worked alongside this strategy.
To increase bookings at the property’s three dining outlets, we strategically implemented both organic and paid social media content targeting local and drive markets. Two campaigns ran together: one for finding leads and the other for re-engaging potential customers. These, combined with food and beverage promotions in our organic approach, greatly increased link clicks to the outlet site.
The results
ORGANIC RESULTS
Increase in Instagram impressions
- 1.2 million total impressions across both channels
- 178% increase in engagements
- 97.1% increase in link clicks = almost 15,000 link clicks
- 212% increase in post shares
*Over a five-month timeframe
PAID RESULTS
Link clicks
- Click-through rate: 2.51%
- Cost per click: $0.26
ORGANIC RESULTS
Leads
- Cost per lead: $23.32
- Click-through rate: 2.91%
*Paid results were over a 2.5 month time-frame
