The Sebel Hotel
(The Client)
The Sebel Melbourne Docklands is a 4.5-star apartment hotel situated along the New-Quay Promenade in Melbourne. Offering contemporary waterfront accommodations, the hotel provides guests with a blend of comfort and convenience, featuring an array of upscale amenities.
(The Task)
As the Social Media Officer, I was responsible for creating and managing engaging content across various social media platforms. My role focused on promoting The Sebel Docklands' unique offerings and rollout of it ‘s Autumn seasonal campaign. Additionally, I collaborated with the marketing team to boost public relations efforts.
Results
01 (Organic social)
Increased average engagement rate by 28% over 6 months, improved average reach per post by 1.4x, and lifted post shares by 43%.
02 (Paid social)
Helped generate 64 direct leads and over 2,700 website clicks within a 5-week period through ‘ Sleep With Sebel’s’ social ad campaign, contributing to a projected revenue uplift of up to $3.6K on a $730 ad spend. Strategic ad creative and landing page alignment resulted in up to a x5 return on investment based on modeled booking conversions.
03 (EDM's)
EDM’S directly supported room bookings and complemented paid social and in-hotel promotional activity. I helped achieve an average of 31.3% open rate and 3.1% click-through rate across 5 edm’s, a 10% increase compared to last season's campaign.
04 (PR)
Helped secure 4 local partnerships with District Docklands to extend campaign visibility through precinct channels. Promotion was amplified through digital signage and community newsletters, supporting brand alignment and driving local awareness for the autumn accommodation offer.