Social Media Management for Omni Barton Creek Resort & Spa
Omni Barton Creek Resort & Spa's Instagram account was inactive for over a year prior to the resort's reopening.
Challenge: I was tasked with creating an updated resort brand voice for the account and developing a new content mix that would lead to increased engagement and following.
Solution: My approach to this project was to find a way to focus on selling the resort's experiences from spa to golf. There were five categories of posts that I focused on to make this work: travel envy, aspirational experiences, guest perks, unique features and local storytelling. I worked to develop a brand voice that tied the resort's traditional Texas roots in with its new upscale look.
I coordinated property photo shoots to curate images that complimented the resort's new style and also focused on engaging with guests and prospective guests.
Results: With a focus on organic growth on Instagram, the resort's engagement rate remains in the top two resorts in the competitive set week-to-week. The current engagement rate for @OmniBartonCreek Instagram posts ranges from 1-3% with over 9,000 engaged followers.