Connect with Melbourne like never before at AC Hotel Melbourne Southbank. Our design-forward yet inviting hotel is tailor-made for the discerning guest who embraces intentionality in all aspects of their stay. With AC Hotels’ renowned meticulous attention to detail, we ensure that every element of your experience is carefully curated, providing exactly what you need and nothing you don't.
The Brief
The AC Hotel by Marriott Melbourne Southbank opened in 2022 and marked the debut of the Antonio Catalan Hotel brand in the Australian market. As a modern, design-led, and creatively driven property, we were tasked with marketing the property based on its proximity to the Melbourne CBD, Spanish-inspired food and beverage offerings, and its young, creative aesthetic. The key KPI’s from the client are follower growth, increased post engagement, and bookings generated from organic and paid social.
The Result
We conducted a comprehensive evaluation of AC Southbank's existing content and performance and developed a social media and content plan to help them achieve their desired growth goals. By incorporating video-focused content that aligned with our overall strategy, we successfully increased engagement on posts and increased the overall follower rate to 6%. To stay relevant in today's social media landscape, we emphasised the importance of Instagram reel content, and AC Southbank's social media strategy now includes 2-3 Reels per week, along with complementary still imagery. Additionally, we implemented a paid campaign to boost profile growth, utilising key Northbrook assets, alongside an offer-driven top-of-funnel campaign aimed at driving bookings and website traffic.
