the brief

The new Marriott Melbourne Docklands is a luxurious, resort-style hotel located in the heart of Docklands. It's the first five-star hotel in this district, and features a stunning rooftop infinity pool with panoramic views of Melbourne's CBD skyline, Bolte Bridge, Port Phillip Bay, and Hobsons Bay. Our task was to enhance the brand image and online presence of this modern hotel through dynamic and engaging content, to increase followers, engagements, and bookings.

the solution

We completed a thorough audit of the pre-existing content and performance, and created a strategic social media and content strategy to help Marriott Docklands achieve its ideal growth objectives. Utilising video-led content shoots that were in line with our overall strategy for the property, we were able to dramatically increase post and account engagement. Reels are key for brands to stay current in today’s social landscape, as a result, Marriott Docklands’ social strategy includes 2-3 reels per week along with a suite of stills. We initiated a profile growth paid campaign utilising key Northbrook assets, in conjunction with an offer-driven top of funnel campaign to drive bookings and website clicks, which resulted in a $0.12 CPC.