There is no denying in this day and age that social media matters. However, without a strategically organized social media vision, businesses are at risk of utilizing the wrong social channels and ultimately failing to communicate overall business goals to the correct audiences. An effective hospitality social media campaign not only increases brand awareness and perception, it also has the potential to drive revenue and increases booking in real-time.
At BCV, we create customized social strategies that align with our hotel clients’ greater marketing initiatives and create original content optimized for social media. By developing a unique, tailored social media strategy, BCV helps hotel clients achieve their individual marketing goals. BCV recently was awarded seven Adrian Awards for exceptional social media campaigns. Two of which honored campaigns created for Waldorf Astoria and the JW Marriott San Antonio Hill Country Resort & Spa.
The Waldorf Astoria has a longstanding tradition of culinary innovation and wanted to reinforce itself as a culinary icon through social media. Therefore, Waldorf Astoria partnered with BCV to drive awareness of the #TasteofWaldorf program, expand the scope of their Taste of Waldorf competition and highlight their global portfolio of properties through a unified social media campaign.
To spread awareness of this campaign, BCV used precise social media targeting to reach affluent middle-aged individuals with an interest in fine dining, culinary travel, and luxury experiences. During activation weeks, live content teased highlights of the Chef’s collaboration on and off property at each of the unique destinations. During the five dedicated immersion weeks, brand social channels unveiled the deeper story of the destinations, properties, local influences, Chefs and finals dishes. Finally, during the event, influencers, partners, press, and esteemed guests generated live content for the brand. This three-step plan established Waldorf Astoria as the birthplace of culinary innovation and reinforced that culinary excellence is one of the brand’s main principals.
JW Marriott San Antonio Hill Country Resort & Spa sought to drive bookings during a key need period, while also increasing awareness and engagement. To do so, the hotel partnered with BCV to create a social-only Facebook offer to incentivize social media fans to book the exclusive offer. Fans had the opportunity to take advantage of a special 96-hour sale to celebrate Christmas in July, encouraging fans to get into the Christmas spirit.
Instagram stories showcased the different Christmas-themed activities guests could take part in during their stay on property. BCV partnered with the property team to determine the geographic area and interest targeting for the campaign based on the people who had booked this period in the past. The social campaign exceeded expectations, driving over 65% of the room nights booked, for a total booking of 995 rooms. Bringing in over $116,000 in revenue, the campaign saw a 155x return on investment.
These two examples of award-winning social media campaigns effectively utilized the correct channels and targeted the necessary audiences to meet and exceed marketing objectives. Although social media gives the hospitality industry the tools to drive awareness and revenue, without an effective strategy, the power of social media cannot truly be harnessed.