GRECOTEL HOTELS AND RESORTS MOTHERBRAND AND HOTELS SOCIAL MEDIA PRESENCE

International brand multi-channel Social Media Management
The Challenge

Grecotel Hotels and Resorts wanted to develop further their presence on social media channels in order to correspond to its size and leadership position in the luxury hospitality market while communicating the brand’s portfolio, philosophy and key messages.

The main objective set was the update of the brand’s social media presence to appeal to a global audience with varied characteristics, creating awareness of the brand’s spectrum of products and services, in a consistent tone that communicates its key characteristics.

Interweave was also called to help establish a digital marketing mentality and understanding within the organization through a series of training workshops on all things social media. We worked closely with the Marketing Department of Grecotel Hotels and Resorts as one to develop a very clear strategy and an implementation plan.

The Solution

Interweave designed a concise social media strategy with the key goal in mind (awareness) that would engage audiences, showcasing the entirety of Grecotel Hotels and Resorts’ product portfolio and investing in cultivating relations with fans and followers in order to boost word-of-mouth as well as organic reach and engagement.
At the same time, Interweave designed and carried out numerous training workshops for the organization’s in-house community managers, employees and marketing executives, aiding them develop a deeper understanding about the digital communication benefits as well as its nuts and bolts.

SERVICES

Content Strategy & Development
Listening Monitoring & Analytics Reporting
Social ads creation and management
Social Media & Community Management
Social media policy design and implementation
Social Media Strategy & Campaigning
Social Media Strategy & Planning
Social media trainings for in-house community managers and other stakeholders

LAUNCH DATE

May 2014

IMPACT

After 18 months, Grecotel Hotels and Resorts has a lively community in each social media platform with which close relations are built and sustained before, during and after the guests’ visit at a Grecotel property, resulting in an engagement rate 7 points higher than the industry average (organic results).
Suzanne George
I love this hotel, many happy memories
GRECOTEL HOTELS & RESORTS
So happy to hear you have happy memories from your stay Suzanne.
grecotel
Vibrant colors, magical images : An ode to the Cretan sunset. #GrecotelWhitePalace #Crete #sunset #colors
mayattyrrell
Takes me back to our stay at The White Palace in the summer - my family and I had a wonderful time
LETS'S TALK IN NUMBERS
[motherbrand channels organic growth]
3.400
posts on properties, rooms and suites,
family vacations, luxury, MICE,
weddings, beach, pools, activities,
gastronomy, special events, offers,
HR, awards
321.008
interactions on
facebook and twitter
10.6
engagement
rate three times the industry average
11.000
unique engaged
users / month
(facebook only)
128
hours of social media training
for in-house community managers
and organization stakeholders
15
Social media pages
for 15 hotels
3
policy
documents
Mission accomplished!
Gold
Best Overall Brand Presence in Twitter
Gold
Overall Social Media Presence
Gold
Best Use of Social Media
for a Corporate Brand / Travel-Leisure
Platinum
Best Use of Social Media
for a Corporate Brand

So, what are you waiting for?