Quality Hotel Darwin Airport
Quality Hotel Darwin Airport is an extension of the international Choice Hotels Group, who operate more than 7,000 hotels around the world. The Quality Hotel Darwin Airport caters to guests who are travelling domestically or internationally via Darwin and need to stop in Darwin before the next leg of their journey, offering rooms for standard overnight stays, or in four-hour windows to make layovers a little more comfortable.
Quality Hotel Darwin Airport came to us for help with their social media marketing, as they didn’t have the internal resources or time available to execute it effectively, but they understand its importance in today’s competitive market.
In order to promote Quality Hotel Darwin Airport effectively, we researched and collated information for a content strategy that focused on promoting their strongest points to their target market. The bellette team also reviewed its competitors and focused on amplifying the advantages Quality Hotel Darwin Airport had over them, such as a free 24-hour airport shuttle and their short stay options.
The bellette team were able to capture content on the ground for this campaign with our in-house photographers to create an image library we could use to share on social media, avoiding the use of stock imagery to maintain authenticity. These images are paired with fresh and original content to help please Facebook’s current algorithm which preferences this kind of content over content that has been duplicated from other sites. As part of our digital marketing strategy, we also create monthly ads that directly target Quality Hotel’s most likely visitors, using geotargeting and search demographics.
Utilising originally created content allows us to promote not only the hotel but also the Darwin area and what it has to offer anyone who might be passing through. The first few months of this campaign saw the engagement rate increase by 20%, showing what can be achieved when you harness original, quality content.