The Brief
The Buxton Crescent Hotel, located in the heart of the Peak District, is a luxurious five-star spa hotel set in an 18th-century Georgian landmark. Known for its rejuvenating thermal waters, the hotel offers a variety of wellness experiences, including unique spa facilities like the restored Victorian baths and a rooftop pool.
We were asked to rethink the hotel’s social media marketing approach in order to maximise awareness for the brand, grow audience numbers and engagement, and ultimately drive cost-effective hotel & spa bookings.
Our Response
We knew that Buxton Crescent had great potential to resonate strongly with a social media audience, but the approach to date had lacked stand-out video content to bring the hotel’s unique offering to life.
Our first step on the account was therefore to host a two-day overnight photo shoot, capturing content for 16 different Instagram reels, alongside a host of B-roll footage to fuel future edits.
Planning out the brief carefully before the shoot, we worked around hotel opening times to minimise the impact on guests, and formulated a shot list that would deliver a strong variety of video topics. This included drone footage of the hotel’s decadent Bridgerton-eque ballrooms, sunset timelapses over the iconic crescent facade, POV style shots swimming in the indoor-outdoor pool and enticing slow-mo gravy pours for the Sunday lunch offering. We also ensured the video concepts tapped into trend-led social media formats, such as ‘Things at Buxton Crescent that just make sense’ and included footage to appeal to the main audience demographics, from couple-focused romantic weekends, to puppy shots highlighting dog-friendly stays.
The new video content was then seeded out organically on the brand channels to attract new fans and followers, and used in performance-driven social media advertising to convert hotel and spa bookings.
The Results
Following on from Carousel’s success launching luxury hotel The Municipal by MGallery in Liverpool, the new dynamic video content we created for Buxton Crescent allowed us to surpass all social media targets, from organic fan growth and engagement to conversion rates and ROAS.
On the organic social media side, the new content, combined with strategic competitions with likeminded brand partners, seasonal activity and quality photography, has allowed us to attract over 2.2k new fans and followers in the first two months alone for Buxton Crescent and sister hotel Old Hall. These tactics have also delivered over 27k engagements, with content reaching over 500k potential customers.
This was supported with conversion-driven advertising which has delivered 88 bookings in the first 2 months at a highly-effective average return on ad spend rate of 9.3.
Call to action
Do you need a social media agency that excels at both creative content production and targeted performance-driven paid social? Then get in touch here.
