MAKING TRADITIONS GO
What would be Bangkok without its landmarks ? Proudly standing at the epicenter of this bustling city, The Sukhothai is the symbol of an ancient kingdom in a fast-paced metropolis. Tucked away in acres of gardens, this makes up for a dreamy escape. But with such a presence rooted in traditions, surrounded by a world shifting towards millennials, it came as a necessity to smoothly transition from "formal" to "social".
So where do we go from here ? With hospitality and F&B usages quickly evolving into an all-digitalized world, it made no doubt that The Sukhothai needed a well-deserved social media lifting. But getting in touch with modernity while staying true to its values was an absolute necessity. Our social content strategy had to reflect this soft transition, embodying each little detail that made the Sukhothai, well, the Sukhothai.
We had our angle.
Stories are everything. And The Sukhothai does not come shy when it comes telling its own. One of our core focus was to craft a social media narrative that would steer away from the usual hard-selling clichés while introducing the hotel and its restaurants through a different lens, appealing to younger generation of travelers and foodies.
We released of series of Instagram posts reflecting key "Sukhothai Moments" that we would then use across all our social media channels as well as for advertising campaign purposes. The idea was to strengthen the hotel positioning while tactically opening the door to a younger social media savvy audience, building emotions through compelling content, ultimately sparking social media inquiries.
One of our key tactics was to seed a new type of format, live videos, much more suitable with the direction we were taking. We produced a successions of viral short videos illustrating The Sukhothai culinary skills, through edgy yet classy easy-to-watch social media clips.
Social Media Engagement
We ran multiple weekly Facebook and Instagram ad campaigns, with the single goal of driving immediate foot traffic. Armed with powerful content and an inviting storytelling, word of mouth spread instantly!
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