News | 31st January 2020

Reaching the Right Audiences with Social Media Marketing | Royal Mansour, Marrakech

Background

In the heart of one of the world’s most captivating cities, the Royal Mansour Marrakech welcomes you with wonder, luxury and unparalleled services. The hotel was born out of a vision to create a spectacular masterpiece exceeding the demands of today’s discerning traveller, while reflecting the true essence of Moroccan tradition.

The owners of the Royal Mansour Marrakech celebrate architecture, ancestral knowledge and culinary arts as well as an innate sense of beauty and heritage. The ground-breaking, distinctive and ingenious masterpiece hotel design is magnified by an intricate series of underground tunnels to each of the property’s 53 riads, accessed only by staff and thus guaranteeing the utmost privacy and discretion.

The Royal Mansour can be counted amongst the few establishments in the world that defy hotel excellence. Just a few steps away from the famous Jemaa El Fna square beats the heart of the Marrakesh Palace, offering travellers the unique concept of a medina within a medina.

Royal Mansour had a reputation for guests as a place to go and not be seen, it was perceived as hidden palace with little footfall from the local target market. We were tasked with changing this perception, building relationships and making the property more inclusive through highlighting the F&B and Spa offerings locally. We also worked on an advisory programme of influencer selection, locally, regionally and internationally working closely with the specific country PR agencies.

Strategy

We developed and delivered an effective social media strategy for Royal Mansour covering fully out-sourced community management including the following channels; Twitter, Facebook, Pinterest, LinkedIn,Instagram, Trip Advisor and YouTube. We worked creatively to build a presence across these social media channels, not only in the UK, but throughout all their international target markets.

We worked with the property to ensure their marketing and business goals were aligned with the social media strategy. We explored and included content creation with Yannick Alleno, 3 Michelin star Chef and other key stakeholders and partners, such as The Leading Hotels of the World and partners including Bastien Gonzalez, Marocmaroc and Leonor Greyl. As their first language is French, we delivered the social media in dual language and developed a series of hyper- local contests and glocal influencer-led campaigns to increase footfall to the spa and dining facilities. We also set up and ran country specific social media accounts for the Royal Mansour in Arabic in the GCC countries.

We also reached new audiences with the help of an ephemeral content marketing strategy. This allowed us to be more authentic and share a mix of professional and user generated stories and real-time content. We also tapped into Facebook’s algorithm changes that gives higher priority and greater organic reach to video. We produced and directed a series of video campaigns for the property including the official brand video assets. All of the video assets were re-purposed to be used by their travel trade networks such as; Virtuoso and ILTM.

Twitter Engagements
19K
New Instagram Followers
60K
Social Media Referral Increase
935%

RESULTS

Twitter: 1.5m impressions and over 19k engagements
Instagram: 60k increase in followers
Instagram Stories: Average views - 32,888, reach - 91,225, impressions - 27,668
LinkedIn: 695% increase in followers, 502% increase in engagement
Social media referrals to website: 935% increase

Achievements

Finalist in Best Use of Social Media, Indie Congress Awards 2017
Conde Nast Travelers Readers Choice Award 2017
Named in Top 3 Most Instagrammable Hotels, Luxury Travel Advisor 2018
Featured in BBC Amazing Hotels TV series

Our e-reputation has grown significantly with the targeted audience (guests, bloggers and journalists). The team is professional, prompt and responsive. They have always delivered innovative solutions which result in more visibility and more traffic in our social media and public relations efforts. We trust in their knowledge and creativity, and I would have no hesitation in recommending to anyone who wishes to partner with a company that delivers and has an outstanding knowledge of luxury hospitality.

Kenza Zizi | Marketing Director, Royal Mansour, Marrakech

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