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[Case Study] FRHI Hotels & Resorts: Content Marketing and Social Media

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FRHI Hotels and Resorts, parent company of Fairmont, Raffles and Swissotel brands, partnered with EnVeritas Group for content marketing and social media marketing. This case study highlights the needs and objectives of FRHI, the approach to strategy and implementation by EnVeritas Group and the results of the project.

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[Case Study] FRHI Hotels & Resorts: Content Marketing and Social Media

  1. 1. FRHI Hotels & Resorts THE SOLUTIONS: EVG, having long worked with FRHI, well understood the brand and the desired messaging. In order to deliver constant, coherent Instagram content, EVG’s management of the account includes: • Development of a rolling editorial calendar for the accounts • Creation of weekly Instagram posts for each account, including sourcing the images • Monitoring, engagement and responding to comments by other Instagram users • Focus on content and engage- ment that increases audience, following and engagement THE CLIENT: FRHI Hotels & Resorts, with its headquarters in Toronto, ON, is a worldwide luxury hotel company that manages three brands: Fairmont, Raffles, and Swissôtel. EVG has provided FRHI with content for their corporate website and their Everyone’s An Original website for more than five years. THE CHALLENGES: FRHI turned to EVG for its expertise to grow the the fast-paced and growing Swissôtel and Raffles Instagram accounts, which play a key role in social media marketing for hospitality given the visual focus of the channel. In summer 2014 EVG assumed the management of these two accounts with the goal of helping FRHI increase their Instagram presence, attract new followers and amplify their social voice. SUMMARY: EVG partnered with FRHI in 2014 to provide Insta- gram management for the Swissôtel and Raffles hotels’ accounts. Work continues on this project at least through 2015. BY THE NUMBERS Raffles Instagram Analytics* • 93% increase in followers • 183% increase in likes • 342% increase in comments Swissôtel Instagram Analytics* • 52% increase in followers • 129% increase in likes • 57% increase in comments 52% 57% 129% 93% 183% 342% *Analytics show data change from August 2014 through November 2014 ENVERITAS GROUP +

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