How does a luxury hotel brand learn to "speak social"?
Time Period
June 2015–April 2016
Background
In 2015, Hyatt Hotels reviewed the global communications strategy for Park Hyatt, its luxury brand with 36 properties worldwide. Of particular focus: increasing the impact of its social media efforts. Peter Frank Consulting collaborated with Spherical Communications and Alice Marshall Public Relations to devise and execute a comprehensive social media strategy, amplifying the brand's initial efforts on Facebook and Instagram and launching a brand-level Twitter account.
Process
Our social media strategy leveraged Park Hyatt’s strong brand affinity for art, architecture and culinary programming. Rather than relying on the typical mix of pretty pictures and promotional posts, Park Hyatt would act as a “global concierge,” curating cultural, culinary and other experiences around the world for an audience of sophisticated travelers. Tactics included:
- Identifying key audience segments
- Establishing voice and tone
- Defining content pillars
- Targeting potential brand ambassadors with robust engagement tactics
- Instituting a process for evaluating influencers.
Peter Frank Consulting oversaw the creative team executing the strategy and ensured all messaging was on-brand and engaging. We also provided guidance for Park Hyatt’s groundbreaking media partnership with The New York Times and carried out a corresponding social media strategy that included influencer chats and paid social media campaigns.
Results
Over the nine-month course of the project, the brand’s performance on all social channels was up significantly. On Facebook, total post impressions grew more than 800% despite only a modest increase in page likes. Park Hyatt’s total Instagram followers grew 176%; on Twitter, that number went from zero to over 10,000. Park Hyatt's partnership with The New York Times received positive coverage from Adweek, Skift and other outlets.