Constance Hotels and Resorts

Luxury travel social media campaign case studyBuilding a buzz around brand re-launch

CHALLENGE

Generate awareness and engagement on social media around the brand re-launch – ‘inspired by passion’

Constance's 7 hotels and resorts in the Indian Ocean are renowned for offering exceptional luxury holiday experiences.

It is their passion that defines them.

In January 2013 they re-branded to make it easier to choose which of their hotels and resorts are right for you.

They grouped them into 2 different categories:• Unique Resort Experience - resorts with a soul• Ultimate Hotel Experience - ultra-luxe hotels

INSIGHT

People online want to experience a brand and engage with it rather than simply be told about it

INSIGHT

WHAT WE DID

Our strategy is to bring the brand concept to life – inspired by their passion to bring you the best things in life – and turn this into an engaging online ‘event’ facebook.com/constancehotelsblog.constancehotels.com

WHAT WE DID

On the day of the brand re-launch, we launched 30 DAYS OF DISCOVERY on Facebook and Twitter

Every day for 30 days we offered a brand discovery - a piece of inspiration on the blog - and a daily prize draw

TODAY’S DISCOVERY (BLOG)

WHAT WE DID

TODAY’S PRIZE

Fans entered through an app on Facebook

WHAT WE DID

It was delivered in multiple languages on Facebook

WHAT WE DID

Each day’s discovery helped build an engaging picture of the re-launched brand and its passions

WHAT WE DID

We built an audience through earned, paid & owned links. For example, ‘shares’ on Facebook, FB advertising and the Constance email newsletter

WHAT WE DID

Email newsletter Facebook advertising

Fan and influencer word-of-mouth

We created a permanent board on Pinterest showing each day’s photo with links back to the blog articles

WHAT WE DID

30 Days of Discovery really caught people’s imagination

IMPACT

10,824entries

Fans generated positive word-of-mouth on Facebook by liking, commenting and most importantly SHARING

IMPACT

167% increase in monthly reach year-on-year

Customers posted recommendations on Facebook

IMPACT

“Back in October for sixth time.”

“Ooh the exact bungalow we stayed in on our honeymoon! Heaven!”

“Love the island!! I can see our water villa :))”

“I love this place and cannot wait to go back again.”

“When I went snorkelling in the Maldives it felt like I was on the set of Finding Nemo.”

“Love the Maldives looking forward to our next. x”

“Looks exactly like our villa - great photo.”

A significant increase in Facebook page likes and data capture during campaign

1267%increase in new page likes month-on-month

IMPACT

40% of competition entrants opted to receive further information from Constance – a 20% increase on previous competition

Potential customers talked about their desire to visit

IMPACT

“Wow, looks stunning would love to go!!”

“It’s on my list…….”

“I want to go back .”

“I need to go back for another pampering session!”

In conclusion…

This was Constance’s most-successful social media campaign to-date

We brought the Constance brand to life online

The Constance blog had its highest number of visits since it launched

We generated significant buzz around the brand re-launch: we got people talking about what makes Constance different – its passion to bring you the best things in life

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 including 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 672hello@qubemedia.netwww.qubemedia.net