Since 1885, The Hamilton Princess has been an iconic hotel in Bermuda. The property doubles as an art museum with iconic pieces from Andy Warhol to KAWS packing every spare wall and corner. As the social media agency for the “pink palace,” our challenge was to continue to create new experiences on property that would delight The Hamilton Princess’s guests IRL while also impacting the hotel's social media channels through increased awareness, engagement, and conversions.
Enter the pink telephone booth.
We knew that Instagrammable moments were a popular feature of the hotel with guests loving being able to touch priceless works of art (a Yayoi Kusama pumpkin for example sits on the hotel grounds with no glass or velvet ropes).
The telephone booth, also known as the “red telephone box,” is a familiar sight on the streets of the United Kingdom and is prevalent in many British territories (Bermuda included). So we took a booth, painted it the same pink hue as the hotel, and placed it on an Instagram-worthy lookout point on the property's Marina—honoring the cultural heritage of the island, while creating a physical activation specific to The Hamilton Princess.
This campaign was leveraged in multiple ways to ensure impactful reach both offline and online at a very low cost. We created a custom hashtag with signage to encourage guests to share content they capture with #BermudaIsCalling. We produced a social media focused shoot capturing photo and video of the phonebooth with organic and paid usage in mind. We posted organically across Facebook, Instagram, YouTube, and TikTok. We ran a comprehensive full-funnel advertising campaign to drive conversions for the hotel using this content. We integrated this installation into our influencer marketing program, encouraging influencers to capture content in the booth to expand the reach. Finally, we created a bespoke illustration of the phonebooth and turned it into a sticker gif via Giphy to be utilized by the entire Instagram global platform.
With minimal investment, the pink telephone booth has generated:
The phone booth is now one of the most popular photo spots on property and continues to drive on property excitement and digital engagement as well as direct revenue with no additional cost to the hotel.