Mercure Box Hill Burford Bridge Hotel

Part of the Mercure portfolio, Mercure Box Hill Burford Bridge Hotel is located in Dorking. The resort is aimed at couples, families and ‘staycationers’ wanting to escape the hustle and bustle of busy city life. The hotel has an on-site restaurant and outdoor lido as well as being a popular wedding venue and sought-out location for corporate away days.

Client

Objectives.

  • To analyse the existing social media presence.
  • To create a clear social media strategy
  • To raise awareness of the hotel to the target audiences.
  • To engage with local community for events and promote the food & drink offering within the restaurant.
  • To generate awareness and showcase the hotel as a desirable wedding venue.
  • To generate awareness and showcase the hotel as a destination for corporates and away days.
  • To generate awareness of the Lido and the memberships.
  • To grow awareness for the hotel as an events space.
  • To position the hotel as accessible, authentic, local, and affordable without over selling.

Strategic

approach.

Team Tempt was tasked with creating a social media strategy to raise awareness of the hotel amongst target audiences and promote the hotel, in particular the team wanted to focus on generating more memberships enquiries for the outdoor lido.

Firstly, we conducted an in-depth onboarding session with the hotel team wherein we outlined the key objectives and goals and devised personas of their desired target audiences. After analysing the current marketing trends, we implemented fresh content ideas across Facebook, Instagram and LinkedIn. Using a mix of creative visuals across the channels we were able to effectively grow the awareness of the hotel and increase interest in the offering. Using a paid social strategy, engaging creatives we ran a series of ads which generated leads for Lido memberships.

 

Summary

of activity.

  • Created content to promote the venue spaces and to promote private parties.
  • We included a mix of posting formats including video and carousel-style posts.
  • Promoted consumer-facing events happening at the hotel.
  • We repurposed UGC content across all digital channels.
  • Created and posted relevant stories.
  • Monitored and implemented relevant hashtags.
  • Devised an in-depth, paid social media strategy.
  • Designed the creative and copy for the social media
  • Launched lead generation campaign on Facebook and Instagram.
  • We monitored the ads and made tweaks to the copy, the targeting and the creative where necessary.
  • Shared daily updates and results with the client.
  • We monitored the ad comments and responded where necessary.

Our Results

In the first six months working with the team at Mercure Box Hill Burford Bridge Hotel we’ve grown channels organically meaning an increase in followers and a continuous growth in engagement statistics, such as, impressions, engagement rate and reach.

In addition to this, we were able to grow the presence and awareness of the hotel across Instagram, Facebook and LinkedIn and were effectively able to communicate the core messaging whilst position the hotel as accessible, authentic, local, and affordable.