Challenge
TownePlace Suites is one of Marriott’s fastest growing brands, and with the launch of the “Workation” campaign they had a national presence, but their social media did not reflect that. We were hired to expand the idea and personality of “Workation” into TownePlace Suite’s social media presence. The goal was to implement a new social strategy that would deliver expanded reach, grow the audience and increase engagement.
Insight
We knew that our audience, the Upbeat Realist, was interested in having unique experiences while traveling. With this in mind we knew they would be drawn to content/interactions/activations about extended stay travel that were informative, insightful, and entertaining.
Idea
Live Life Interrupted
We developed an umbrella strategy “Live Life Uninterrupted” that allowed for three different content types:
1) Be Yourself – Photo, video and contest style content that showcased the lifestyle at the hotels
2) Enhance Your Stay – Tips, tricks, and hacks that help to enhance the stay of potential guests
3) Ownership of Extended – Entertaining content that related to all things “extended”
Results
- Doubled Facebook page audience
- 3.5% engagement rate