Context & Challenges
1 Hotels needed to refresh its China engagement strategy with the goal of replicating the success among Chinese travellers at their hotels in Mainland China on a global stage. They wanted to modernise their approach to the market, and ensure that their core values and luxury proposition were reflected in their messaging.
Strategy & Execution
TONG conducted a holistic strategic audit of the presence of 1 Hotels’ international properties across social, OTAs, and other digital touch points to ensure a consistent brand image and tone of voice across all properties and channels, quickly elevating the brand.
Following up with a comprehensive strategy defining where to play, and planning any investment based on impact and reach, TONG recommended launching new social accounts on Douyin and Rednote (Xiaohongshu) and investing in paid content boosts to rapidly grow reach.
Combining this with a bespoke asset creation programme centring the experiences of Chinese visitors to global properties, and establishing an influencer calendar for regular third party content, 1 Hotels could quickly move to a rounded owned, paid, & earned media presence. This platform was localised for the market, boosted reach to new audiences, and leveraged authentic and consequential voices from industry to enhance credibility.
Results
Immediate elevation of the brand across all channels was quickly followed by impressive results – boosting visibility and positioning among potential Chinese customers both in China and around the world. Localised and bespoke for-China content resonated with the target audience – demonstrating the power of engaging, shareable content.
