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13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications.

Dorchester Collection - 2020 presence

Finalist in Hospitality

Objective

The Covid-19 pandemic, throughout 2020, impacted not just our employees, guests and friends but also frontline healthcare workers in London, Paris, Rome, Milan and California.

The world of digital and social media enabled us to stay in contact with guests though social media content, aspirational messages and show solidarity with key workers. Our hotels also reinforced their position in their local communities; they are an integral part of the local neighbourhood’s heritage and the cornerstone of communal activity.

Strategy

The strategy was implemented on both the Dorchester Collection’s corporate channels on Twitter, Facebook and Instagram, as well as across the nine hotels’ individual social media channels. The idea was to adopt a unified approach to the struggles of the pandemic, but equally allowing each hotel team to imprint their own identity into the various campaign activities.

We placed a specific focus on elevating the campaign on Instagram, particularly by leveraging Stories. Working with each individual hotel, we launched:

In the US, the Beverly Hills Hotel displayed a similar projection of their own, replacing their iconic ‘Beverly Hills Hotel’ sign for the first time in over 70 years to pay tribute to healthcare workers and write them into the hotel’s legendary history. The new sign, which read “Thank You Health Heroes”, was viewed by millions of people on social media and generated global media attention.

The strategy was implemented on both the Dorchester Collection’s corporate channels on Twitter, Facebook and Instagram, as well as across the nine hotels’ individual social media channels. The idea was to adopt a unified approach to the struggles of the pandemic, but equally allowing each hotel team to imprint their own identity into the various campaign activities.

Results

Both the physical and digital aspects of our campaign translated into significant success across the Dorchester Collection social media channels. In total, the campaign generated:

We saw particular success on Instagram, where our use of Stories resulted in significant uplift in engagement and channel activity, including:

Beyond the above social media metrics, our physical campaigns in the form of hotel façade projects generated global media attention, including coverage by Departures Magazine, Conde Nast Traveller, Yahoo! News and The Hollywood Reporter. On social media, the campaign was organically promoted by Hollywood legend, Russell Crowe.

 

Media

Produced by

Dorchester Collection

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