LIDO HOUSE NEWPORT BEACH , CALIFORNIA
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The campaign to plug the property ' s opening resulted in
235,000 impressions across Facebook and Instagram , four times higher than the weekly average .
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BEST REP MANAGEMENT , PROPERTY |
Talk about opening with a bang . Newport Beach , California-based Lido House , the 148th hotel in Marriott ’ s Autograph Collection , officially opened its doors May 17 with a big party . The objectives ? Increase awareness of the property to encourage bookings ; share social posts that resonated with the property ’ s audience ; and hammer home the exclusivity of the hotel with an invite-only event featuring a surprise performance by musician Aloe Blacc . “ The biggest challenge was the pentup demand from the local community ,” says Lido House General Manager Adam Beer . “ Being an invite-only celebration , we were challenged to find alternative ways to keep the community engaged during the various activations throughout the day . Implementing content-rich Instagram Stories gave our social followers the access to get a sense and feel of being a part of the celebration .”
According to Beer , this resulted in 25 times more Instagram Story views than views on an average day . The 130-room property also utilized Instagram Stories ’ “ swipe-up feature ” to direct users to the
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hotel ’ s website .
“ The increased awareness of our hotel website drove booking conversion ,” Beer adds . “ Social was a key factor in curating and conveying the hotel ’ s sophistication to the community .”
Budget : US $ 200 went to Facebook and Instagram advertising over the campaign period from May 17-26
THE BIGGEST CHALLENGE WAS THE PENT-UP DEMAND FROM THE LOCAL COMMUNITY .
LIDO HOUSE ’ S ADAM BEER
Goals : The grand opening aimed to receive 3,500 total social engagements on Instagram and Facebook , 100,000 impressions across all social channels and 30,000 Instagram Stories views Target audience :
• Current users and followers of the Lido House Hotel Facebook and Instagram social pages
• 21-65-plus years of age and in the Lido House feeder markets who have an
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interest in Newport Beach , traveling and weekend getaways
• Attendees of the event , whom the property engaged with in real-time ROI :
• 235,000 impressions across Facebook and Instagram ; four times more social impressions than the weekly average
• 7,100 total social engagements with half of that total ( 3,372 ) coming from custom animation created for the celebration
• 102,000 Instagram Stories views , 25 times more than average account views
• Assisted with a 10 % increase in occupancy the week after the grand opening compared with the week before Judges ? Gray : Solid campaign , clear objectives , and defined metrics . Good job !
Freeman : Lido House used a property launch to put themselves on the digital map through live coverage
Runner-up : Terranea Resort
Watch Lido House ’ s custom animation which had over 2,300 Instagram views : hotelsm .
ag / StoryConversions
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26 hotelsmag . com October 2018 |