A social media case study showing a successful campaign to build awareness of the brand re-launch for luxury travel group Constance Hotels and Resorts, delivered by social media agency Qube Media.

1. Constance Hotels and Resorts
Luxury travel social media campaign case study
Building a buzz around brand re-launch

2. CHALLENGE
Generate awareness and engagement
on social media around the brand
re-launch – ‘inspired by passion’

3. INSIGHT
Constance's 7 hotels and resorts in the Indian
Ocean are renowned for offering exceptional
luxury holiday experiences.
It is their passion that defines them.
In January 2013 they re-branded to make it easier
to choose which of their hotels and resorts are
right for you.
They grouped them into 2 different categories:
• Unique Resort Experience - resorts with a soul
• Ultimate Hotel Experience - ultra-luxe hotels

4. INSIGHT
People online want to experience a
brand and engage with it rather
than simply be told about it

5. WHAT WE DID
Our strategy is to bring the brand
concept to life – inspired by their passion
to bring you the best things in life – and
turn this into an engaging online ‘event’
facebook.com/constancehotels
blog.constancehotels.com

6. WHAT WE DID
On the day of the brand re-launch, we launched
30 DAYS OF DISCOVERY on Facebook and Twitter

7. WHAT WE DID
Every day for 30 days we offered a brand discovery - a
piece of inspiration on the blog - and a daily prize draw
TODAY’S DISCOVERY (BLOG) TODAY’S PRIZE

8. WHAT WE DID
Fans entered through
an app on Facebook

9. WHAT WE DID
It was delivered in multiple languages on Facebook

10. WHAT WE DID
Each day’s discovery helped build an engaging picture
of the re-launched brand and its passions

11. WHAT WE DID
We built an audience through earned, paid & owned
links. For example, ‘shares’ on Facebook, FB advertising
and the Constance email newsletter
Email newsletter Facebook advertising
Fan and influencer word-of-mouth

12. WHAT WE DID
We created a permanent board on Pinterest showing
each day’s photo with links back to the blog articles

13. IMPACT
30 Days of Discovery really
caught people’s imagination
10,824
entries

14. IMPACT
Fans generated positive word-
of-mouth on Facebook by
liking, commenting and most 167%
importantly SHARING increase in monthly reach year-on-year

15. IMPACT
Customers posted recommendations on Facebook
“Back in October for sixth time.”
“Ooh the exact bungalow we stayed in on our
honeymoon! Heaven!”
“Love the island!! I can see our water villa :))”
“I love this place and cannot wait to go back again.”
“When I went snorkelling in the Maldives it felt
like I was on the set of Finding Nemo.”
“Love the Maldives looking forward to our next. x”
“Looks exactly like our villa - great photo.”

16. IMPACT
A significant increase in Facebook page likes
and data capture during campaign
40% of competition
entrants opted to
receive further
information from
Constance – a 20%
increase on previous
competition
1267%
increase in new page likes month-on-month

17. IMPACT
Potential customers talked about their desire to visit
“Wow, looks stunning would love to go!!”
“It’s on my list…….”
“I want to go back .”
“I need to go back for another pampering session!”

18. IMPACT
In conclusion…
This was Constance’s most-successful social media
campaign to-date
We brought the Constance brand to life online
The Constance blog had its highest number of
visits since it launched
We generated significant buzz around the brand
re-launch: we got people talking about what makes
Constance different – its passion to bring you the best
things in life

19. Qube and Constance Hotels & Resorts
• Qube manages digital communications strategy and
delivery on behalf of the group including social media,
content marketing, email and search
• We manage its reputation and customer service online
• We advise senior management on the new marketing
landscape and how to develop the business and brand
• We provide training to the comms and hotel teams
• We create rich content including video, apps and games
• We have worked with Constance since 2010

20. Qube Media
A leading social media agency with a focus on the
luxury travel market
Contact us if you would like to understand the new
marketing landscape and to discuss how we can
help grow your business
+44 1273 689 672
hello@qubemedia.net
www.qubemedia.net