Content marketing case study: How FRHI hotels increased their advertising value by optimising content

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FRHI Hotels & Resorts are one of the world’s most luxurious hotel groups; including three leading brands: Fairmont, Swissôtel and Raffles. The group worked with SEO agency Builtvisible to increase coverage and hotel bookings via organic search.

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Case study summary

• Generating great content was at the centre of the campaign to increase organic search
• Built visible generated $1m in advertising value for FRHI hotels & resorts

Challenge

The objective was to gain brand exposure, to drive relevant referral traffic, increase bookings, and build high-value links to the domain for increased SEO performance.

Solution

In order to engage the luxury hotel company’s audience and attract new coverage across a variety of global markets, the team researched, produced, and promoted a series of content pieces.

The campaign since the start of 2015 involved production of long-form content, interviews with key staff, infographics, and more. These content pieces secured coverage in major publications including The Independent, Mail Online, The Huffington Post, and Buzzfeed.

Content produced included:

Decline of Bees – Fairmont.com

Confessions of a Savoy Butler – Mail Online

Wedding Dresses through Time – Buzzfeed

Juicing for Every Type of Holiday – Tripzilla

Details that Make a Difference- – Fairmont.com

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Results

In the first six months of 2015 the content marketing achieved:
• $1,000,000 in advertising value (AVE)
• 10,000,000 people reached via social
• 172 pieces of editorial coverage gained

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