Campaign strategy
Campaign domain definition
Awareness
Increase visibility in the market.
Attention
Increase engagement and connection.
Acquisition
Increase leads and sales.
Adoption
Increase retention and customer lifetime value.
Advocacy
Increase referrals and virality.
Attention campaign
PRIORITY ONE
Attention is the primary focus of this campaign. The 90-day campaign creates a connected story instead of isolated promotional bursts. It introduces the hotel’s rooms and design, proves the stay through service and reviews, and makes the neighbourhood part of the reason to book.
Problem: Bookings rise around promotions but decline soon after because content does not give guests a continuing reason to consider the hotel.
Solution: Publish two 45-day production batches that sequence room, service, local and guest-proof stories across 90 days.
Objective: Increase direct booking-engine sessions, room-page visits, social saves, review volume and direct bookings.
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Audience: Domestic leisure travellers planning short breaks, business travellers needing a calm and practical base, and past guests considering another stay.
Tactic: Publish 20 social media posts, two 500-word blog posts, four photography sessions, two three-section emails and two 60-second videos. Use each asset to guide guests from discovery to the appropriate room, guide or direct booking page.
Budget: SG$19,000 across two SG$9,500 production batches. Each batch contains 10 social media posts, one blog post, two photography sessions, one email and one videography asset.
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Inquiry insights: The hotel’s limited rooms, design-led setting and personal service are clear strengths, but they need to appear as one complete stay experience. Leisure travellers need an easy, local break, while business travellers need quiet, sleep quality, workspace and practical service. The content must give guests a reason to book with the hotel directly before a promotion becomes the only reason to act.
Audit insights: Promotions, room images and general updates currently appear as separate messages rather than a planned journey from discovery to booking. Reviews, guest-created content and staff service moments are underused as evidence of the hotel experience. Posts do not consistently move guests to a relevant room page, neighbourhood guide, booking page or verified offer.
Research Insights: Prospective guests need to see room quality, service, location and guest proof more than once before they book. Design imagery attracts attention, but practical details such as workspace, sleep, access and service help a guest decide. Clear room information, useful local content and consistent booking links reduce the reason to return to an OTA for comparison.
Channel strategy
Channel mix definition
Paid
Drive reach and acceleration through advertising spend.
Earned
Build credibility through third-party validation or media coverage.
Shared
Foster organic amplification through community and social sharing.
Owned
Strengthen consistency and authority with brand-managed assets.
Attention campaign
PRIORITY ONE
Owned is the primary channel of the Attention campaign because the hotel controls the content, the booking path and guest information. Instagram builds interest, while room pages, local guides, email and the booking engine turn that interest into direct booking action.
Platform: Instagram feed, Instagram Stories, hotel website, room pages, neighbourhood guide pages, booking engine and guest email database.
Distribution: Publish 20 social media posts, two videos, two blog posts and two emails. Update relevant room, guide and booking pages to support each major story.
Cadence: Publish two social posts each week, with one additional post in selected weeks. Publish one blog post, one email, two photography sessions and one video in each 45-day batch. Support anchor content with Stories three times each week.
Shared is the secondary channel because approved guest reviews, guest tags and local partner content add trusted proof to the hotel’s owned narrative. It supports the calendar rather than replacing it.
Platform: Instagram guest tags, Google Business Profile, local cafés, restaurants, galleries, neighbourhood businesses and approved creators.
Distribution: Repost four approved guest posts or review excerpts, publish two local partner co-posts and request a review after each qualifying stay.
Cadence: Check guest tags and reviews weekly. Publish one guest-proof or partner item every two weeks.
Earned is the tertiary channel because local travel coverage can extend discovery but cannot be scheduled with the same certainty as owned content. Outreach should focus on the hotel’s design and its neighbourhood relevance.
Platform: Domestic travel publications, local lifestyle websites, city guides, neighbourhood newsletters and travel writers.
Distribution: Send two story pitches, one design-led and one neighbourhood-led. Offer a hosted stay only when room availability and service capacity permit.
Cadence: Send the first pitch during Days 21 to 30 and the second during Days 61 to 70. Follow up once on each pitch.
Paid media is not needed in this 90-day campaign. The SG$19,000 budget is committed to production, and the hotel should first establish which organic content creates the strongest booking-engine interest.
Content strategy
Content pillars definition
Designed to Stay
Rooms, materials, light and practical spaces that support rest or work.
Stay Your Way
Personal service, thoughtful details and content that meets leisure and business needs.
The Local Address
Local routes, trusted recommendations and reasons to use the hotel as a neighbourhood base.
Attention campaign
PRIORITY ONE
Day 1-10
A room that works around your day. A 60-second video showing the room from a focused morning to an unhurried evening.
Publish: Day 3. Pillar: Designed to Stay. Format: Videography. Channel: Owned. Platform: Instagram Reel, Instagram Stories and room page. Style & Structure: Morning light → workspace → rest → direct booking CTA.
The corner room. A room-led post that highlights three verified features and guides guests to the relevant room page.
Publish: Day 6. Pillar: Designed to Stay. Format: Social media post. Channel: Owned. Platform: Instagram feed. Style & Structure: Room image → three practical details → direct booking CTA.
Three details that change a stay. A carousel featuring materials, lighting and functional room details.
Publish: Day 9. Pillar: Designed to Stay. Format: Social media post. Channel: Owned. Platform: Instagram carousel. Style & Structure: Detail-first cover → three close-up images → save or room-page CTA.
Day 11-20
Designed for a better work trip. A post for business travellers covering workspace, Wi-Fi, sleep and location details.
Publish: Day 13. Pillar: Stay, Your Way. Format: Social media post. Channel: Owned. Platform: Instagram feed and LinkedIn. Style & Structure: Business need → verified room benefit → direct booking CTA.
The view from check-in. A visual post showing the arrival experience, lobby or welcome details.
Publish: Day 17. Pillar: Designed to Stay. Format: Social media post. Channel: Owned. Platform: Instagram feed. Style & Structure: Arrival moment → design detail → guest welcome.
Room and detail photography. Create wide room views, material close-ups and guest-ready images for the hotel’s content library.
Publish: Days 15-20. Pillar: Designed to Stay. Format: Photography. Channel: Owned. Platform: Instagram, website and asset library. Style & Structure: Wide room view → close detail → practical use.
Day 21-30
A better base for the neighbourhood. A 500-word guide to three places guests can visit near the hotel.
Publish: Day 23. Pillar: The Local Address. Format: Blog post. Channel: Owned. Platform: Hotel website and Instagram Stories. Style & Structure: Morning → afternoon → evening → direct booking CTA.
Three stops from our door. A saveable carousel adapted from the neighbourhood guide.
Publish: Day 27. Pillar: The Local Address. Format: Social media post. Channel: Owned. Platform: Instagram carousel. Style & Structure: Local route → three stops → practical travel note → save CTA.
Day 31-40
The personal touch behind the stay. A staff-led post about a tailored local recommendation, welcome note or guest preference.
Publish: Day 33. Pillar: Stay, Your Way. Format: Social media post. Channel: Owned. Platform: Instagram feed and Stories. Style & Structure: Guest need → staff action → practical benefit.
A note from the neighbourhood. An email featuring one local recommendation, one room detail and a direct-booking prompt.
Publish: Day 37. Pillar: The Local Address. Format: Email. Channel: Owned. Platform: Guest email database. Style & Structure: Local tip → stay story → direct booking CTA.
A stay made personal. A carousel showing three service details guests can request before or during their stay.
Publish: Day 40. Pillar: Stay, Your Way. Format: Social media post. Channel: Owned. Platform: Instagram carousel. Style & Structure: Guest request → hotel response → direct booking CTA.
Day 41-50
Why guests choose to stay here. A review-led post using approved guest feedback and relevant hotel imagery.
Publish: Day 43. Pillar: Stay, Your Way. Format: Social media post. Channel: Owned and Shared. Platform: Instagram and Google Business Profile. Style & Structure: Review excerpt → supporting image → direct booking CTA.
Service and neighbourhood photography. Create staff, service and local-area visuals for the second production batch.
Publish: Days 41-45. Pillar: Stay, Your Way and The Local Address. Format: Photography. Channel: Owned. Platform: Instagram, website, email and asset library. Style & Structure: Service moment → local route → guest benefit.
A slow Saturday starts here. A 60-second video showing a leisure stay from arrival to a nearby breakfast stop.
Publish: Day 48. Pillar: Designed to Stay and The Local Address. Format: Videography. Channel: Owned. Platform: Instagram Reel, Instagram Stories and booking page. Style & Structure: Arrival → room → local breakfast → direct booking CTA.
Day 51-60
For the weekend, not just the night. A two-night itinerary that positions the hotel as a base for a local break.
Publish: Day 52. Pillar: The Local Address. Format: Social media post. Channel: Owned. Platform: Instagram carousel. Style & Structure: Day one → day two → room and local moments → direct booking CTA.
A room for the reset. A quiet, room-led post focused on rest, light and sleep.
Publish: Day 55. Pillar: Designed to Stay. Format: Social media post. Channel: Owned. Platform: Instagram feed. Style & Structure: Calm visual → three room details → room-page CTA.
The local list: where we send guests. A 500-word guide to food, culture and an evening route near the hotel.
Publish: Day 58. Pillar: The Local Address. Format: Blog post. Channel: Owned. Platform: Hotel website and Instagram Stories. Style & Structure: Guest moment → three recommendations → hotel location benefit → direct booking CTA.
Day 61-70
Your evening, mapped out. A carousel adapted from the local guide, designed for guests planning an evening nearby.
Publish: Day 62. Pillar: The Local Address. Format: Social media post. Channel: Owned. Platform: Instagram carousel. Style & Structure: Start point → three local stops → save CTA.
The direct booking note. An email explaining verified direct-booking benefits and current availability.
Publish: Day 65. Pillar: Stay, Your Way. Format: Email. Channel: Owned. Platform: Guest email database. Style & Structure: Stay reason → verified benefit → direct booking CTA.
The small things guests remember. A post built around approved guest feedback and a relevant service detail.
Publish: Day 68. Pillar: Stay, Your Way. Format: Social media post. Channel: Owned and Shared. Platform: Instagram carousel and Google Business Profile. Style & Structure: Guest quote → service proof → direct booking CTA.
Day 71-80
Midweek, made easier. A post for short business stays, focused on comfort, workspace and practical service.
Publish: Day 72. Pillar: Stay, Your Way. Format: Social media post. Channel: Owned. Platform: Instagram feed and LinkedIn. Style & Structure: Travel need → room and service response → direct booking CTA.
A neighbourhood favourite. A collaborative post with an approved local café, gallery or restaurant.
Publish: Day 75. Pillar: The Local Address. Format: Social media post. Channel: Shared. Platform: Instagram collaborator post. Style & Structure: Local recommendation → hotel proximity → save or direct booking CTA.
A stay in three scenes. A carousel connecting a room moment, personal service and a local experience.
Publish: Day 78. Pillar: Designed to Stay, Stay, Your Way and The Local Address. Format: Social media post. Channel: Owned. Platform: Instagram carousel. Style & Structure: Room → service → neighbourhood → direct booking CTA.
Day 81-90
Guest perspective. An approved guest-content repost or review-based post paired with current hotel imagery.
Publish: Day 82. Pillar: Stay, Your Way. Format: Social media post. Channel: Shared. Platform: Instagram and Google Business Profile. Style & Structure: Guest proof → hotel response → direct booking CTA.
Seasonal room photography. Create current room and guest-moment images for future seasonal content.
Publish: Days 80-85. Pillar: Designed to Stay. Format: Photography. Channel: Owned. Platform: Instagram, website and asset library. Style & Structure: Room detail → seasonal mood → stay use.
Plan your next stay. The final campaign post combines room design, service, neighbourhood value and guest proof.
Publish: Day 87. Pillar: Designed to Stay, Stay, Your Way and The Local Address. Format: Social media post. Channel: Owned. Platform: Instagram feed and Stories. Style & Structure: Design → service → local value → direct booking CTA.
View the full set
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