In the last year the Nashville lodging industry has seen explosive growth:
-Visitors jumped from an average of 8.5 million per year to 14.5 million per year in the last 10 years
-20 hotels opened within the year moving the city from 7,241 rooms to 11,371 rooms with another 3,339 rooms set to become available in 2019
-There are over 100 hotels under construction across the 14-county region included in the greater Nashville market
In one of the fastest growing hotel markets in the country, our goal was simple: to craft a unique social media brand for the Bobby Hotel, through stunning visual concepts and storytelling that would capture Bobby's identity – an inherently creative experience that infuses hidden secrets throughout every inch of our messaging.
Our team strategically set out to create visuals that represented the most authentic parts of Nashville: featuring everything from live music, to an artwork installation by Bernie Taupin, and our hotel mascot, the 3-year-old rescue dog named Sasha.
To showcase the creative rooms for inspired guests – our campaign strategically incorporated half-drunk glasses of whiskey, tattoos and iconic hats, Bob Dylan quotes – all flashing into Bobby's past. Bobby Hotel's social channels came to life through these visuals embodying the inherently creative experience. We built a social media community of not only potential guests, but lifelong friends of Bobby.
Unlike other hotel brands, we only follow 15 accounts on Instagram. The requirement for Bobby Hotel to follow someone? They must include "Bobby" in their name. It's the little things.
Over the course of the year, we never strayed from our strategy, never posted an off-brand image or caption, and the results speak for themselves:
- 300 photo assets created
- 17k social fans gained in less than one year of property opening
- Most engaged Instagram audience amongst Nashville lifestyle hotels by 1.3%
- Bobby Hotel engagement rate: 4.5%, Noelle Hotel: 1.6%, The Fairlane Hotel: 3.2%, Thompson Nashville, 0.9%
