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Constance Hotels and Resorts
Luxury travel social media campaign case studyPromoting golf in paradise
CHALLENGE
The objective was to place Constance as a leader in luxury golf holidays and promote Constance’s championship courses and their hosting of the MCB Golf Championship (part of the European Senior Tour)
INSIGHT
Players rate the Constance Legend golf course as one of the best in the world
“This course should be placed in the top 5 golf courses around the world, the green is fantastic and really tricky.”Joel Brique on CHR Facebook page (July 2012)
WHAT WE DID
Our strategy was to showcase Constance’s championship courses by inviting golfers to ‘play’ online on the Constance Legend course
www.facebook.com/constancehotels
Every week, counting down to the MCB Championships held at Constance in Dec 2012we invited fans to test their golf skills
WHAT WE DID
They watched a video showing a golf challenge and entered how they would play the shot on Facebook
WHAT WE DID
Giving fans a list of shot options encouraged interaction
Video footage brought the Legend course closer to the fans
Prize of Kindle Fire was very desirable
Later the same week, a Constance golf pro would play each of the 3 shots to see which got closest
Showcases Constance Championship golf courses
WHAT WE DID
This was supported by blogging daily before and throughout the MCB Championships
WHAT WE DID
We promoted a special luxury golf package as a call to action
WHAT WE DID
Significant levels of positive word-of-mouth through likes, comments and shares
IMPACT
352,363people saw the campaign
Over 43K fans saw this post
Fans posted comments re-living their Constance golfing experiences and their desire to do it all again
IMPACT
“Nice course – I played there 3 years ago.”1009%
increase in monthly engagement year-on-year
“Wowwww awesome view of green holes 9 & 18 and the tee of hole 10 and of course the beautiful view of the sea on the east.”
“I played there last year – it’s a fantastic course.”
“Wow awesome place.”
“Oh boy..........need to go play this hole again!!!”
“Wish to hold my club again”
A significant increase in Facebook page likes and data capture
470%increase in new page likes month-on-month
IMPACT
Over a third of competition entrants opted to receive further information from Constance - well above industry average
In conclusion…
We started to build a relationship with customers who share one of Constance’s biggest passions – golf.
We showcased Constance’s amazing championship courses to hundreds of thousands of people.
There was a significant level of traffic generated to the MCB Championships website.
We generated in significant increase in sales enquiries year-on-year from this campaign.
IMPACT
Qube and Constance Hotels & Resorts
• Qube manages digital communications strategy and delivery on behalf of the group including social media, content marketing, email and search
• We manage its reputation and customer service online• We advise senior management on the new marketing
landscape and how to develop the business and brand• We provide training to the comms and hotel teams• We create rich content include video, apps and games• We have worked with Constance since 2010
Qube Media
A leading social media agency with a focus on the luxury travel market
Contact us if you would like to understand the new marketing landscape and to discuss how we can help grow your business
+44 1273 689 [email protected]
