1. PROJECT OVERVIEW

2. tarGet audience

3. promotion channels

4. SOCIAL MEDIA STRATEGY

5. VISUAL STRATEGY

6.Captions

7. Plan 16.04-16.05

8. Project TIMELINE & Process
HOUSE OF BLE
BRAND STRATEGY
house of ble is:
1. PROJECT OVERVIEW
  • LIFESTYLE BRAND
  • A WAY OF LIFE
  • EFFORTLESS LUXURY
  • an addition to the city
  • subtle elegance
  • style, not fashion
  • classy, but not snobby
  • casual, but at same time extravagant
  • weird, but not too weird
  • artsy, but not too much
  • meaningful minimalism
  • unity of the people, both guests and personell
house of ble vibe is:
1. PROJECT OVERVIEW
  • rene MAgritte reimagined
  • erwin wurm x vogue
  • woody allen eating tapas in his room
  • monica belluci eating pasta
  • dolce far niente
  • Joy of eating, drinking, sleeping, and "wasting" time
  • Moments of real pleasure
  • Feeling fine and comfortable with me/us/your/self/ time
2. TARGET AUDIENCE
solo Traveller
explorer, who loves comfort above all, appreciates the me time, explores not just the city but him/her/themselves.
calm families
people whose life went on after kids and the kids also know how to behave in different social situations
BUSINESS ORIENTED
appreciates the proximity to everything, comfort, small details,
the quiet and having everything he/she/them need in one place under one room.
COUPLES
seeking comforting, aesthetic place for themselves, look for the beauty in details.
CHARACTER
sophisticated
authentic
aware
conscious
curious
good style and taste
Ready to pay more for quality & artsy approach
Confident
calm
balanced
not caring what others think of them
HOW OUR GUESTS SHOULD FEEL LIKE
WHEN THEY LOOK AT OUR SOCIAL MEDIA?
“I wish I was there”
“I want to be like him/her/them”
“This place will be the reason of Vienna being my next destination”

3. PROMOTION CHANNELS
Social Media Ads:
  • attract new audience
  • increase booking
  • increase brand awareness
  • promote special offers and events
  • drive website traffic
Google Ads:
  • increase visibility
  • literally be on the map
  • Travel advisor
  • 10 best hotels lists
BLOGS
  • travel blogs
  • ratings websites
  • 10 best hotel kind of lists
INFLUENCERS
  • opinion leaders in their niches
  • lifestyle bigger bloggers
  • hospitality influencers
  • artists with following curated people, who share their view on
HOUSE OF BLE
PUBLIC RELATIONS
  • brand activation events
  • reaching out to magazines
  • interview with Rosa, etc.
  • Reputation and visibility
COLLABORATIONS
  • disloyalty
  • artists
  • events by others but still in curated style
  • shootings with famous photographers, to bring in new audience that follows the collaboration partner, to increase the lifestyle pillar.
email marketing
  • collect emails for crm
  • monthly news
  • loyalty
3. PROMOTION CHANNELS: social media ads
before opening
  • brand awareness
  • bring people to IG account
  • feed snap and coming soon
  • video and coming soon
  • exterior and sneak pics and coming soon
after opening
  • booking
  • bring people to website
  • video from opening
  • rooms and hotel video
  • senses video
  • ugc videos
4. SOCIAL MEDIA STRATEGY
GOALS BEFORE OPENING:
  • brand awareness
  • introduction of the story
  • behind the scenes
LONGTERM GOALS:
  • reputation
  • growing brand visibility
GOALS
  • About: the story, the team, the inside
  • Rooms: rooms for simplicity to get how the hotel looks like
  • Events: own and collaborations
  • Food: to show the full circle of HOB and its holistic approach to hospitality
  • Vienna: the special places, events etc curated by you for the guests.
  • You: the content from guests
  • Press: for reputation and mentions
  • Senses: visuals, aesthetics,, smells, details to engage all senses


HIGHLIGHTS

First 2-3 months after opening:
  • awareness
  • visiblity
  • booking sales
ACCOUNT OPTIMIZATION @houseofble

PINNED POSTS
  • brand story
  • launch event/any upcoming event, announcement
  • room or exterior details
NAME
THE HOUSE OF BLE | Vienna

BIO
A way of life away.
Coming soon.
(after opening) Book your stay.

Urban hideout in the heart of Vienna.
Coming soon.

Your home in Vienna.
Coming soon.




4. SOCIAL MEDIA STRATEGY
CONTENT PILLARS: MAIN

the look
  • interior
  • exterior
  • details
  • aesthetics
  • flora/ nature
  • logo on top of photos
  • artsy shots

the senses
  • textures
  • smells
  • colors
  • SOUNDS

the vibe
  • brand: we are
  • the guests (only glimpses)
  • experiences
  • lifestyle
  • events (stories/reels)
  • vienna (stories/reels)
4. SOCIAL MEDIA STRATEGY
CONTENT PILLARS: ADDITIONAL (mostly stories, reels)

RESTAURANT
  • food/drinks details
  • breakfast
  • interior

PROMOTION
  • collaborations
  • press
  • bloggers

INFORMATION
  • text on photo to announce events
  • hotel information
  • mainly stories
4. SOCIAL MEDIA STRATEGY
  • tate made images, videos (before)
  • midjourney and other ai generated content
  • stock imaginary
  • new tate content, when possible

content sources before opening
5.VISUAL STRATEGY
  • Clean, lots of negative space, fresh look
  • Complimentary colour palette, using brand colours
  • Only using fonts from brandbook
  • Only using logo with space as stated in brandbook
  • Simple things, shot in unique ways.
  • all photos and videos should have the artsy touch.
  • Before the opening: more abstract and feeling based, less literal and figurative.
  • After the opening shooting at the hotel, artsy and weird, but classy. both abstract and figurative.
  • Main goal for may posting is to create a vibe, tension, interest, visually show the brand even before hotel actually opens its doors


  • No: provocative, too busy in visual details, low quality of shooting; lots of people.

OVERALL GUIDELINES
5.VISUAL STRATEGY
  • hotel/ rooms
  • vibes/lifestyle
  • floral
  • nature elements
  • picture + logo
  • art, reimagined
  • food (later)
  • people (later)

PILLARS
PILLAR:
HOTEL/ rooms

PILLAR:
VIBES/lifestyle
PILLAR:
nature elements

can be calm, not much of the sea. water as element, as a pillar
PILLAR:
art, reimagined


not literal, use the approach, pillows not artsy and not cozy, not weird-- no, greige no. warm, not cold
PILLAR:
picture with logo

: can also make logo bigger and make it more opacity. no cutting the lines into the logo. no pink on green. one big, one small, can use the icon too
extra, ready to use
PILLAR:
floral

more weird and bold in approach
feed


food/drinks

PILLAR:
people
5.VISUAL STRATEGY

feed 1/old
5.VISUAL STRATEGY

feed 2/old
5.VISUAL STRATEGY

feed 3/old
5.VISUAL STRATEGY

feed 1: calm and wild, not busy near each other, contrast flower no both, more harmony and more contrast
5.VISUAL STRATEGY

feed 2 calm, still and then moving
the arms no -- too heavy
together no: flower and leaf is ok,
5.VISUAL STRATEGY

feed 3: too many flowers, add room details
5.HIGHLIGHTS
HASHTAGS
HOUSE OF BLE
HASHTAGS
PILLAR
PILLAR TYPE
01
FORMAT: FOCUS ON LIFESTYLE
02
FORMAT: FOCUS ON TRAVEL
03
FORMAT:
FOCUS ON ENGAGEMENT

  1. #LifestyleGoals
  2. #DreamyDestinations
  3. #ElegantLiving
  4. #LuxuryLifestyle
  5. #ArtLovers
  6. #ExploreBeauty
  7. #FreeSpirit
  8. #TravelInStyle
  9. #BeautyAroundUs
  10. #CulturalExploration
  11. #UrbanAesthetics
  12. #ArtAndCulture
  1. #TravelEurope
  2. #LuxuryTravel
  3. #ViennaExperience
  4. #ExploreVienna
  5. #EuropeTravel
  6. #EuropeanLifestyle
  7. #ViennaLuxury
  8. #LuxuryLifestyle
  9. #EuropeExperience
  10. #DiscoverEurope
  11. #TravelInStyle
  12. #EuroTrip
  1. #Wanderlust
  2. #BeautifulDestinations
  3. #TravelGoals
  4. #VacationMode
  5. #ExploreToCreate
  6. #AdventureAwaits
  7. #BucketList
  8. #DiscoverGlobe
  9. #TravelAddict
  10. #Staycation
  11. #JetSetLife
  12. #TravelDiaries



6.CAPTIONS
Fantasy comes alive.
Vienna. Soon.

Feel home away from home.

Stay with us, feel at home.

Arriving to Vienna.
For you to feel.

Time to experience your true self.
Coming soon.

STEP 1 - MAY, 7
STRATEGY session

STEP 2 - MAY, 14
finaliSed strategy and content
hob to approve/comment

STEP 3 - MAY, 16
open accounts (LI, IG, FB, FB Manager ads)
FLOW OF WORK
start posting



7. 16.04-16.05
7. PROJECT KPIS (brand management related)
Instagram:
followers count
engagement rate
reach
most liked/ most engaged with/ most commented

ADS results:
profile visits
clicks to website
reach / impressions

pr mentions
blogger results


8.BRAND MANAGEMENT MONTHLY
  • 12 monthly posts for IG (8 photos, 4 videos)
  • 4 days of stories per week within content plan
  • preparation of copywriting for phil
  • content creation depends on a strategy (includes all production that needed: shooting in a hotel, ai, graphic design, image stocks, edit)
  • hashtag research (keywords, tags - up to 30)
  • reposting from guests
  • highlights management
  • META advertising campaigns management
  • Influencers & PR: reach and arrange the collaborations
1st of the month:
posting and ads start
during the month if needed:
production and postproduction
20th of the month:
Campaign, influencer and content plan for next month
25th of the month:
final Approval from HOB
30-31 OF THE MONTH:
REPORT AND OPTIMISATION

NORMAL MONTHLY PROCESS
Made on
Tilda