Rosewood Hotels & Resorts, an ultra-luxury hospitality brand, hired Spherical Communications in 2016 to increase awareness of the brand among luxury consumers on social media.
While the brand’s individual hotels are well known by their own select fan base, Rosewood wished to actively increase the awareness of sister hotels within the collection. For example, followers of The Carlyle, in New York, often did not know or recognize that Las Ventanas al Paraiso, in Mexico, was also a Rosewood hotel.
Spherical’s objective has been to establish a brand image for Rosewood that highlights the uniqueness of each hotel, while also illustrating the brand’s trademark philosophy (‘A Sense of Place’) as a common denominator of all Rosewood hotels. The objective was, and is, to inspire current and potential guests of one Rosewood hotel to seek unique experiences across the entire Rosewood collection.
We leveraged both user-generated content and photography from our own shoots to tell a more authentic story than brand-owned hotel assets could. Every month, our strategy is to share photos and videos from each destination that have a consistent visual identity, and that are luxurious enough to raise brand identity for Rosewood.
Robust community management engages with users and fans, encouraging them to continue posting with the #RWJourneys hashtag when they’re in Rosewood destinations, providing for a constantly updated feed of potential UGC images to curate throughout the year.
From June to December, 2016, Spherical:
Increased social media audience by 185%
Increased number of engagements by 293%
Increased engagement rate by 25%