Create connection and engagement while showcasing the essence of JW Marriott Hotels by breaking down our properties through a storytelling approach, highlighting our main differentiators, service quality, gastronomy, and architecture.
Inspired by the popularity of luxury magazines, we deconstructed our properties through an innovative, high-end storytelling approach that transformed our Instagram page into a magazine-like profile. Specially crafted videos showcased the artistic details of dishes, a new approach we now call "The Artistry Behind The Plating". Instagram stories were also used to drive traffic by showcasing this new approach and providing awareness around which locations were being highlighted.
The magazine-style feed helped increase profile views by 314%. The average number of video views increased by 212% vs content from 2017. Our followers increased by 20%. Social referral traffic increased by 102% for the first two hotels featured.
