Social Media Marketing - The Queen at Chester

01 — Project details

After the £5 million relaunch of The Queen at Chester Hotel, our aims were to increase visibility, improve brand sentiment, and to improve RevPAR and total revenue by driving direct bookings.

This would be done by a social media marketing campaign combining organic social content and paid META advertising, alongside PR activity and influencer marketing.

02 — The process

After an audit of current social channels, I crafted a social media strategy in line with their Stay Unique Campaign, creating a full content calendar and consolidating their tone of voice to ensure an immersive experience for the user. I strategised posts, created copy, and briefed design teams before scheduling organic content and ensuring consistent community management. I also created META ad strategies, following the same process, set up and monitored ads, optimising as needed, and compiled monthly reports, utilising insights to adjust strategy where necessary.

03 - The results

Within just six months of the campaign launching, direct booking revenue increased 70%, with a 600% increase in organic reach, and an engagement rate of 4.9%.

We launched a press trip for influencers and local press to increase visibility. The content shared by creators secured over 400,000 views, with press coverage and the client's Instagram account achieving a 35% follower growth rate.