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Sofitel Sydney Darling Harbour: Social Media Strategy & Content Development 

As the first new-build luxury hotel to open in Sydney since the city hosted the Olympic Games, there was much fanfare when Sofitel Sydney Darling Harbour opened its doors in late 2017. While room occupancy rates were outperforming expectations a year-on after opening, the hotel’s food and beverage outlets weren’t performing as strongly as they should have been.

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Brief.

Example were approached in 2018 to develop a social media strategy and to provide the hotel with a bank of hero assets and content for in-house marketing teams to execute with.

SOLUTION.

Through a process of site visits, customer and competitor audits, staff workshops and research, Example developed a comprehensive social media strategy for Sofitel Sydney Darling Harbour’s premium Champagne Bar venue. 

The strategy identified key opportunity and focus areas for the hotel to capitalise on, developed clear venue-specific content pillars in-line with Sofitel’s global brand pillars, and provided a clear framework for in-house teams to execute with. Following delivery of the social media strategy, Example next developed a foundation-level content suite to help the hotel bring-to-life its new strategic positioning for Champagne Bar.

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“It was a pleasure working with you in 2018 and hope to be working on more projects next year!”

Geraldine Boyer, Sofitel Sydney Darling Harbour

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