Services

Digital Strategy & Analytics
Content Marketing
Social Media

Industry

Travel & Hospitality–Hotel

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Challenge

Southbridge Hotel and Conference Center is a historic property in central Massachusetts that focuses on corporate meetings and events. Addressing its desire to place more focus on the local and regional market, the hotel sought out an agency partner that was familiar with the geographical nuances of their target location and who could provide a fresh creative approach to its endeavors in social media.

Solution

Focusing on demographics and geography, we developed a digital strategy that targeted the desires and behaviors of key audiences for our client. Using online community interaction as a central element to drive the content strategy, we highlighted the property’s unique selling points, while simultaneously developing and leveraging strategic partnerships with regional tourist attractions.

Quarterly paid social campaigns maximized reach within these audiences for each of the hotel’s top revenue drivers:

  • Meetings and events
  • Weddings
  • Holiday celebrations
  • Seasonal vacations

Results

  • The property enjoyed an exponential increase in online traffic. For example, Twitter saw a 1,368% increase in the first three months of the campaign over results achieved by their previous agency partner.
  • Deeper engagement and robust synergies with local organizations also occurred.
  • “Book now” results increased, with an upsurge in visitors from the surrounding area.
  • Earned media from regional press. The Worcester Business Journal composed a featured piece and promotional video for its digital and print publication.