Hospitality

Project background

For three years, I partnered with a larger team to provide support for numerous hotel properties under the Hyatt Hotels portfolio. That support included: writing SEO website copy, creating ad sets for social media, copywriting for Google display ads, and owning the social strategy for 12 hotels across multiple Hyatt brands.

Creative process

Each month we were responsible for numerous ads, social media editorial calendars, and social reporting. You can imagine that this was a large undertaking, especially during the pandemic. Several problems we encountered included: quick turnaround and multiple edits, distance from the hotels, and engagement on social media. To solve these problems, I did the following:

1. I extensively researched each of my properties in order to become familiar with their hotel amenities and their local community offerings. From there, I was able to create an editorial calendar for Facebook and Instagram using a mixture of stunning stock images, hotel assets, and sourced UGC.

2. With monthly reporting, it's difficult sometimes to tell an ongoing story that isn't redundant. Each month, it was important to remind them of our social media strategy, how we were implementing it and the yielded results, but also where we intend to go moving forward. Organic social can be a slow burn, so it is important to create a social strategy that is fluid but also has the backbone by which all of the social content lives in order to be actionable and measurable.

Final results

Here are some examples of that work.