2018
Strategy Planning I Content Marketing I Project Management

Luxury Resort Content Marketing

A Texas-based luxury resort retained Rachael Hall Creative to identify content marketing strategies (inbound SEO, SEM, and social media) to help increase online bookings for their world-class accommodations, bespoke amenities, and five-star restaurant.

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Project Summary

I was retained by a luxury resort in Texas to lead a content marketing strategy focused on increasing online bookings and local engagement. While the resort had invested heavily in influencer-style content aimed at international audiences, sales data revealed their core market lived within a 150-mile radius.

I submitted a proposal which would shift the strategy to prioritize high-converting, locally targeted campaigns—developing a mix of SEO-driven content, paid ads, and social media initiatives that directed traffic to booking and reservation pages.

I collaborated with the Executive Chef and business development team (the people who knew their clientele and regional audiences) to propose campaigns to increase resort stays and restaurant reservations. The beta social campaigns were widely received, but the brand was not interested in advertising to a local clientele.  Instead they shuttered the resort and sold the property to Drake the Rapper (true story)!

While you can’t win them all, you always learn with each engagement. In this role, my work spanned account management, campaign development, content planning, and digital strategy—all aimed at growing revenue through a more data-informed, market-aligned approach.

Project Requirements

At the time of engagement, this resort was investing heavily in producing influencer-style marketing trends in an attempt to attract international followers on social media. Unfortunately, the short reels and pool-side glam campaigns were not translating into sales conversions.

On the contrary, the resort’s sales data revealed that most resort guests traveled from within a 150 mile radius for casita overnight bookings, while 90% of restaurant patrons lived within a 60-mile radius.

The resort was missing critical opportunities to engage with (and drive revenue) from within the local market. RHC provided data-backed strategies to improve social media engagement using a mix of organic and paid ads built for conversion to booking pages.

Deliverables

Rachael worked with the Executive Chef and business development team to create campaign strategies to increase resort bookings and restaurant reservations to increase weekly revenue by 50%.