Social media case study: Building brand awareness for luxury travel

Social media case study: Building brand awareness for luxury travel

• 1.
  Constance Hotels andResorts Luxury travel social media campaign case study Generating brand awareness
• 2.
  CHALLENGE Constance Hotels and Resorts wanted to grow awareness of the brand in social media – a channel where their potential customers are increasingly active
• 3.
  INSIGHT Blogs “Your most important customers are not necessarily the ones who BOOK the most, but those who TALK about you the most online.” Forrester
• 4.
  INSIGHT What do guests of Constance Hotels and Resorts have in common?
• 5.
  Memories of Constance
• 6.
  WHAT WE DID Our strategy for this campaign was to encourage guests to share their happy memories of Constance with potential customers on Facebook and beyond www.facebook.com/constancehotels
• 7.
  WHAT WE DID We launched a competition inviting guests to send in memories of Constance in photos and words
• 8.
  IMPACT Over 1500 photos received My beautiful wife enjoying the pool My shell collection near Seselwa bar. HAPPY! Your excursion promised us Turtles and boy did you deliver! This image beautifully The road after an eventful day captures me and my wife swimming above one.
• 9.
  IMPACT Significant levels of positive word-of-mouth through likes and shares: Over 10,000 views of photos and memories (so far)
• 10.
  IMPACT We generated the highest ever reach (the number of people seeing Constance) on a single day: 700% higher than average Facebook REACH First entries album published
• 11.
  IMPACT We are able to tell the story of Constance on the Facebook timeline through customer memories and photos We also used them in offline advertising
• 12.
  IMPACT In conclusion… We discovered over 1000 new advocates of Constance Hotels and Resorts willing to share and talk about their positive experiences publically in social media. This competition was just the start of the relationship… Constance has now commissioned Qube to run an ongoing advocate management programme.
• 13.
  Qube and ConstanceHotels & Resorts • Qube manages digital communications strategy and delivery on behalf of the group including social media, content marketing, email and search • We manage its reputation and customer service online • We advise senior management on the new marketing landscape and how to develop the business and brand • We provide training to the comms and hotel teams • We create rich content include video, apps and games • We have worked with Constance since 2010
• 14.
  Qube Media A leadingsocial media agency with a focus on the luxury travel market Contact us if you would like to understand the new marketing landscape and to discuss how we can help grow your business +44 1273 689 672 [email protected] www.qubemedia.net