Social media case study: Building brand awareness for luxury travel

Constance Hotels and Resorts

Luxury travel social media campaign case studyGenerating brand awareness

CHALLENGE

Constance Hotels and Resorts wanted to grow awareness of the brand in social media – a channel where their potential customers are increasingly active

“Your most important customers are not necessarily the ones who BOOK the most, but those who TALK about you the most online.”

Forrester

Blogs

INSIGHT

What do guests of Constance Hotels and Resorts have in common?

INSIGHT

Memories of Constance

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

We launched a competition inviting guests to send in memories of Constance in photos and words

WHAT WE DID

My beautiful wife enjoying the pool near Seselwa bar. HAPPY!

My shell collection

Your excursion promised us Turtles and boy did you deliver! This image beautifully captures me and my wife swimming above one.

The road after an eventful day

Over 1500 photos receivedIMPACT

Significant levels of positive word-of-mouth through likes and shares:Over 10,000 views of photos and memories (so far)

IMPACT

We generated the highest ever reach (the number of people seeing Constance) on a single day: 700% higher than average

IMPACT

Facebook REACH

First entriesalbum published

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

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.

IMPACT

Qube and Constance Hotels & 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

Qube Media

A leading social 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 [email protected]