BRAND POSITIONING
LIFESTYLE BRAND
A WAY OF LIFE
EFORTLESS LUXURY
BRAND VALUES
Joy of eating, drinking, sleeping, and "waisting" time
Moment of real pleasure
Feeling fine and comfortable with my/your/self
BRAND TONE OF VOICE
SUBTLE. ELEGANT. STARK.CLEAN
STYLE AND ARTY BUT NOT FASHION
A BIT WEIRD, BUT NOT SPOOKY
THOUGHTS OF OUR GUEST
I WANNA BE THAT GUY
I WANNA DO WHAT THEY DO
I WANT TO BE THERE TOO
OUR FACES
Woody Allen
René Magritte
Erwin Wurm

1.0 PROJECT OVERVIEW

2.0 TARGET AUDIENCES

IDEAL GUEST
BUSINESS TRAVELER
SOLO TRAVELER
ADVENTURE TRAVELER
IDEAL SEGMENT
CUOPLES
CALM FAMILIES
LUXURY SEEKERS

3.0 MARKETING CHANNELS

INSTAGRAM ADS:
FORMAT 1: POSTS - 3 PER MONTH FOR 1 DAY
FORMAT 2: STORIES - 3 PER MONTH FOR 1 DAY
FORMAT 3: FACEBOOK - 3 PER MONTH FOR 1 DAY
INFLUENCER PARTNERSHIPS:
FORMAT 1: COLLABORATION POST - 1 PER MONTH
FORMAT 2: STORIES - 1 PER MONTH
FORMAT 3: POST ABOUT "OUR" GUEST - 1 PER MONTH
USER GENERATED CONTENT:
FORMAT 1: REEL STOP MOTION - 1 PER MONTH
FORMAT 2: FUN REEL - 1 PER MONTH
FORMAT 3: AESTHETIC REEL - 1 PER MONTH
SEASONAL CAMPAIGNS:
FORMAT 1: SUMMER CAMPAIGN - 1 PER SEASON
FORMAT 2: HOT CAMPAIGN - 1 PER SEASON
FORMAT 3: STAY IN THE CITY - 1 PER SEASON
PROMO PACKAGES:
FORMAT 1: COLLAB WEEKEND WITH RESTAURANT
FORMAT 2: COLLAB WEEKEND WITH EVENT
FORMAT 3: COLLAB WEEKEND WITH CELEBRATION

4.0 SOCIAL MEDIA STRATEGY

1.0 Show the interiors
1.1 STYLE: EVOKE SPECIFIC FEELINGS VIA COLOR
1.2 QUALITY: CLOSE-UPS AND TEXTURES
1.3 VIBE AND ATMOSPHERE: LIGHTING
2.0 Show the vibe of the whole HOUSE OF BLE
2.1 CLEAN: CAPTURING NEGATIVE SPACE
2.2 ELEGANT: upholstery, DESIGN PIECES
2.3 ARTSY: ART WORKS, ARTISTS THAT MATCH
3.0 Show the unity of the personal
3.1 POSITIVENESS: BEHIND-THE-SCENES
3.2 SAFITY: INTRODUCING MEMBERS
3.3 SOPHISTICATION: CANDID MOMENTS OF EXPERTISE
4.0 Show the people
4.1 who guests want to become
4.2 the cool people
4.3 the opinion leaders
5.0 Show the lifestyle: unity
5.1 comfort:
5.2 style:
5.3 quiet luxury:
6.0 Show how hotel ads to the city of Vienna
6.1 WAY 1:
6.2 WAY 2:
6.3 WAY 3:
7.0 Show the story of the brand
7.1 PAST:
7.2 PRESENT:
7.3 FUTURE:
8.0 Show the values of the hotel
8.1 CHILL: doLCe far niente
8.2 FUN: ITS COOL JUST TO BE THERE
8.3 Unexpected and different: our Guest does not care what other people do or think

5.0 VISUAL
STRATEGY

PHOTOGRAPHY FORMATS BASED ON SENSUALITY:
VISUAL: DESIGN ELEMENTS, LIGHTING, AMBIENCE
TASTE: DINING, FOOD CLOSE UPS, SHEF'S SPECIALS
SOUND: BEHIND THE SCENES, IMMERSIVE VIBES
REELS FORMATS:
DREAM: DESTINATION DISCOVERY
FEEL: SENSORY DINING
IMAGINE: LIFESTYLE ESCAPES
STORIES FORMATS:
MINI GUIDES/LOCAL EXPERIENCES
POOLS AND QUESTIONS
PEOPLE TEAM&GUESTS

6.0 TEXT GUIDES

TEXT GUIDES FOR CAPTIONS:
MINIMALISTIC SERENE ESCAPES
INSPIRATIONAL
CALM & COMFORTING
TEXT GUIDES FOR STORIES:
INFORMATIONAL
ADVENTURE
FUN

MONTHLY ANALYSIS
STEP 1: ANALYSE OF PHOTOS
STEP 2: ANALYSE OF REELS
STEP 3: ANALYSE OF CTA
STEP 4: ANALYSE OF TEXTS
STEP 5: ANALYSE OF STORIES
MONTHLY STRATEGY ADAPTATION
STEP 1: PHOTO OPTIMISATION
STEP 2: REELS OPTIMISATION
STEP 3: CTA OPTIMISATION
STEP 4: TEXTS OPTIMISATION
STEP 5: STORIES OPTIMISATION

6.0 MONTHLY FLOW

tagret audiences DEADLINES
STEP 1
STEP 2
STEP 3
content creation DEADLINES
STEP 1
STEP 2
STEP 3
marketing channels DEADLINES
STEP 1
STEP 2
STEP 3
optimization DEADLINES
STEP 1
STEP 2
STEP 3

8.0 TIMELINE