Nekajui, A Ritz Carlton Reserve opened its doors February 25th, 2025 in Peninsula Papagayo, Guanacaste Costa Rica. On July 1st, 2025 Persephone Social began our work to enhance their social media presence. Our objective has been to translate Nekajui’s extraordinary sense of place into a refined, performance-driven presence that blends grounding Costa Rican tradition and the philosophy of Pura Vida with unmistakable modern luxury. Nestled within Peninsula Papagayo, Nekajui is defined by its unique intersection of untamed nature, cultural reverence, and impeccable craftsmanship. Our strategy has centered on elevating these pillars through intentional storytelling, inspiring visuals, and community-driven engagement.
We refined the content narrative to focus on what is distinctly Nekajui: sweeping cliffside perspectives, architectural details rooted in Costa Rican heritage, and curated immersive guest experiences. By spotlighting signature touchpoints from the bold culinary identity of Puna to the restorative rituals at The Spa we shifted the feed from aspirational imagery alone to immersive experience-led storytelling. This repositioning has increased audience, inspired saves and shares, and driven more qualified traffic from target markets.
Impactful improvements include a more cohesive color palette, elevated copy that educates the audience and reflects lush sophistication, and separate facebook content that offers followers distinct but consistent experiences from both platforms. We also increased awareness with collaboration posts with Peninsula Papagayo and targeted ad campaigns.
Ultimately, our mission has been to ensure a sense of immersion, inviting guests to experience Nekajui’s serenity, cultural richness, and natural grandeur, transforming social media from a showcase into an invitation.
Our execution centers on inspiring storytelling and elevated copywriting. We diversified posting from prioritizing static imagery to include narrative-led video and carousel visuals: movement-driven reels, sensory-focused detail shots, and immersive carousels. Signature outlets such as Ambar, Cooper’s and The Spa expanded with an increased presence on the feed making them signature anchors of the Nekajui experience that guests gain familiarity with before ever setting foot on the property.
We refined the visual identity with warmer tonal grading, intentional pacing, and consistent typography, ensuring every asset felt unmistakably “Reserve.” Captions were elevated to reflect sophistication while remaining emotive and transportive.
Performance enhancements included:
Challenges & Solutions
One primary challenge was differentiating Nekajui in an increasingly saturated luxury travel space and defining them as a destination within the well-established community of Peninsula Papagayo. Rather than compete on aesthetics alone, we leaned into emotional storytelling and hyper-specific detail; the sound of waves below the cliffs, the texture of handcrafted wood, the ritual of sunset.
Another challenge was balancing a sense of exclusivity with accessibility. As a Ritz-Carlton Reserve, the brand requires discretion and refinement. We overcame this by curating content that feels intimate yet aspirational, inviting viewers in without overexposing the experience.
Operationally, coordinating timely content in a dynamic resort environment required agility. We implemented a streamlined approval workflow and on-property content capture guidelines to ensure consistency without sacrificing spontaneity.
What Makes Our Work Unique
Our approach goes beyond showcasing luxury, it builds atmosphere. We’ve transformed the feed into a sensory extension of the property itself. The result is not simply growth in engagement, but a deeper emotional connection that positions Nekajui as more than a destination, but a feeling guests long to return to.
Within eight months of partnering with Nekajui, a Ritz-Carlton Reserve, we grew the property’s Instagram following by 163%, generating 11.7M impressions and 7K shares and saves. These results highlight not only the effectiveness of our content strategy, but also the lasting impression Nekajui continues to make with its rapidly expanding audience.
Our paid media strategy was built around a three-tiered campaign structure designed to drive discovery, intent, and meaningful engagement. This included an awareness campaign, a traffic campaign, and a post-engagement campaign, to drive discovery, intent, and foster community engagement.
The traffic campaign,focused on the top-of-funnel, generated 65K link clicks, helping convert social interest into direct site visits and exploration of the resort experience. Meanwhile, the awareness campaign delivered an estimated 94K ad recall lift, strengthening brand recognition among luxury travel audiences. The post-engagement campaign produced 670K engagements, demonstrating strong resonance with the content and fostering an active online community around the property.
To maintain performance and relevance, all ad creative was refreshed quarterly, incorporating seasonal storytelling, timely offers and on-property events, and the latest high-impact video content captured during hotel shoots. This continual optimization ensured campaigns remained visually compelling, aligned with travel trends, and reflective of Nekajui’s evolving brand narrative.
