Colwen Hotels

Social Media Campaign

Colwen Hotels had three social media goals in mind for one of their most popular hotels – The Renaissance at Patriot Place: Increase Facebook fan growth, increase Facebook fan engagement, and iIncrease general awareness of the hotel to New England and surrounding states.

The Renaissance at Patriot Place
The Game Plan

The average American is spending more than 40 minutes per day on Facebook, nearly double the amount of time that Americans spend on Instagram, 21 minutes, and Twitter, 17 minutes, (sproutsocial.com), therefore it only makes sense that a company looking to kick-start their social media presence would begin taking action on the most popularly used social media outlet.

 

With Patriot Place (the home of the Renaissance) being the premier destination for New England Patriot’s fans, kicking off their first social media campaign during the same month as the first kick-off game of the 2015 NFL season was a perfect fit. However, when looking to increase and expand general awareness of a location, it is vital to look beyond the ‘main’ selling point.

 

The second of two driving factors that lead potential guests to the Renaissance are events (other than sporting events), and shopping getaways. For a destination that is so strongly connected to the NFL team, the campaign made a valued effort to reach those looking for events outside of the sports-world and highlighting that the hotel is a place for everyone.

Renaissance Social Posts
Renaissance Social Posts
Renaissance Social Posts

Rumbletree's strategy utilized niche targeted pay-per-click advertising with eye catching creative, boosted posts, and contesting.

Results

At the beginning of a 3-month campaign, the page had approximately 1,800 likes. At the conclusion of the campaign, the page had approximately 8,000. An increase of 344%. In just one month, the page had gained 2,760 likes – nearly 100 new likes each day the campaign was active.

 

Over 254,000 impressions gained from 25 ads and boosted posts

 

The average cost per like benchmark according to the Travel/Leisure industry is $1.08 (salesforce.com). The Renaissance campaign garnered an average cost per like of $0.53 – well below the industry average.

In just one month, the page had gained 2,760 likes

The campaign cost per engagement (a like, share, click, etc.) was $0.19. 8,410 engagements came as a result of approximately 12 boosted posts. Over 254,000 impressions gained from 25 ads and boosted posts.

An average cost per like of $0.53

Facebook Sponsored Posts

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