Challenge.

As a relatively new hotel group within the Australian and New Zealand market, Avani wanted to raise their brand profile, and drive consideration within key consumer sectors.

Solution.

In response to this, The Red Republic developed a social media and publicity strategy for Avani, with the aim of building awareness within their key target market; consumers with a millennial mindset. This campaign incorporated the following:

• Social media management – The very first phase of the campaign began with a complete social media overhaul and refresh, to ensure the brand was being represented properly, and spoke to the key brand pillars. As part of this, we carried out creatively led photoshoots at each venue, developed all social media content and managed the channels ongoing.
• Ongoing media liaison – This involved coordinating and managing media familiarisations, as well as pitching out reactive and proactive hooks to lock in ongoing coverage opportunities, ensuring a strong share of voice across Australian and New Zealand media.
• Influencer engagement – We implemented a strong influencer campaign comprised of ongoing influencer familiarisations to help grow Avani’s social media presence, and push out constant social coverage. This was extremely important in ensuring the brand was positioned appropriately within the market, as a hotel chain for millennials.