Setting The Standard for success
‘Renowned for the always-on-the-verge-of-a-party vibe’, the jewel of King’s Cross is the Standard’s first first hotel outside America. New markets required new ways of thinking - and this is where we stepped in.
We created and implemented the post-COVID recovery path by connecting and driving all aspects of brand, including social media, partnerships and PR. We also had transformative input on the company’s CRM, global trading, budget and all facets of digital marketing.
With our eye on future-proofing the brand, we also helped to drive change across the organisation by optimising digital data workflows, input on CRM and ESP implementations, budget control and resource allocation.
Connecting the Digital Dots
We generated a 70 page digital review that covered the hotel as well as the main F&B outlets, namely Decimo, Double Standard and Isla.
We then implemented the changes, collaborating closely with the PPC, SEO and PR teams to create an entire digital ecosystem for each outlet, connecting them all together.
The optimisations, actions and campaigns we set resulted in 100% F&B occupancy, as well as a 280% increase in conversion rate for the hotel.
Making Social More Social
We were also responsible for creating a new social media strategy to connect a European audience to the brand, as well as provide a clear framework for the social content and creative team.
The new strategy led to a 210% increase in engagement and a 40% increase in followers, looping the social community into the commercial funnels.
This also included revised roadmaps for PR activations, brand partnerships, influencer collaborations and global CRM behavioural marketing programs.
Big Picture Thinking
How do we use the insights, data and multiple brand touch points to connect online and offline marketing for a brand new venue opening? By creating a considered road map and activation path.
We devised and implemented the launch strategy of The Rooftop at The Standard, London, with a series of 360 activations that led to the rooftop ranking on Google within its first week (the fastest growing B&R digital presence in the portfolio), as well as the space being fully booked throughout its run.