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Taking Fairmont's social media presence to the next level.
Fairmont was looking to improve its social media performance to drive more outbound and inbound business with Chinese travellers and stand out in a crowded luxury hospitality market.
Working with client teams, MADJOR started by consolidating Fairmont’s different accounts (Wechat, Weibo, Fairmont, Raffles and Swisshotel) into a simpler social media eco-system to concentrate efforts towards group accounts. We then created a revised content strategy both at the group level and at the individual brand level that better emphasized brand truths and targeted the approach more clearly for different audiences. We also created a new visual identity system to better drive readership and conversion towards booking sites.
Managing Fairmont’s social media on an on-going basis, we executed on innovative campaigns that contributed to making Fairmont brands more relevant to local audiences and resulted in social and business uplift.