Introducing a global leader to Colombia.
Situation
The Hyatt Regency Cartagena, a 261-room luxury hotel located on the shores of the Caribbean was set to open in December of 2016. It was the first Hyatt property in Colombia so in addition to introducing the hotel, we needed to promote the brand as well. It was also important to introduce the local community to the hotel's restaurants, bars and spa.
Result
Social Media successfully generated pre-opening interest in the hotel domestically and internationally, and awareness of the property in the local area. Two years after opening, the hotel enjoys a Facebook community of over 64,000 and an Instagram following of nearly 20,000, which is a tremendous platform to continually educate potential guests and customers of the property and brand offerings.
Action
Beginning two months prior to opening, we established the hotel's social media accounts and worked with the concierge team and other local assets to develop a content calendar prior to having any photographic assets. We then commenced with a Facebook advertising campaign to promote the hotel to key foreign and domestic markets, and the outlets to the local area. All content was bilingual as appropriate (some was trilingual for Brazil). By the time the hotel had been open for three weeks, it had a considerable following on social media.