Culture Lives Here: Thompson Hotels Case Study
Overview
The “Culture Lives Here” campaign is an effort by Thompson Hotels to enhance and invigorate the brand’s digital presence by aligning with vibrant and eclectic influencers, or Culture Shifters, highlighting their unique contributions to the cultural landscapes of New York City, NY; Los Angeles, CA; Austin, TX; and Atlanta, GA.
The Work
Upon designing a campaign strategy complete with strategic playbook, influencer outreach, and content production, Ghost Note Agency reached out to Cap Soc to develop:
Event social strategy guidelines
Four 4-week content calendars with copy, content, calls to action, and posting strategy to promote each of the Culture Shifter events
Recommendations for paid social
Cap Soc demonstrated a keen understanding of the need to utilize digital trends without sacrificing brand identity; maintaining the brand's grandeur, while adopting a more colloquial tone in social media communications. This balance was crucial in targeting and engaging an audience of creatives that values authenticity as much as luxury and exclusivity.
Thompson Hotels’ social media presence was leveraged through effective use of collaborative posts and bespoke content for emerging platforms like Threads, along with smart hashtag strategies. This approach not only increased brand visibility, but helped to foster a sense of community and belonging among a target demographic of tastemakers and creative minds.
This target audience was exposed to Thompson Hotels’ values as demonstrated through its celebration of Culture Shifters, was invited to celebrate and collaborate each other at Thompson Hotels locations, and was able to create a memorable experience that keeps Thompson Hotels as top of mind for future events and hospitality needs.
Results
4 Major Cities: strategy celebrated & actively participated in the cultural dynamism of 4 different major cities; requiring special attention and research of each region
4 Interactive Activations: content strategically reached city-specific audiences, promoting attendance for activations, capturing the essence of Thompson Hotels and the Culture Shifters during each activation, and inviting audiences to learn more about Thompson Hotels after each activation
8 Culture Shifters: content was developed to leverage the combined audience of the 8 Culture Shifters for optimum campaign reach
Social Media posts across 4 platforms: consistent content across multiple platforms ensured that Thompson Hotels was engaging the right audiences and peaking interest in Culture Lives Here activations and future opportunities to stay at Thompson Hotels.
