The Peninsula Beverly Hills
STRATEGY | PRODUCTION | SOCIAL MEDIA | SOCIAL ADVERTISING
The Peninsula Beverly Hills wanted to evolve its positioning, setting itself distinctly apart from other Beverly Hills properties. Although Los Angeles has a vibrant hotel scene, the city only has a handful of iconic, landmark hotels that attract attention from both frequent luxury travelers, and locals who want to become regulars at the bar and restaurant. The hotel sought UMBRELLA’s expertise in defining its particular brand of luxury for experienced travelers with distinct tastes and increasing its stake in the lucrative local F&B scene. Our work involved a complete overhaul of social, including monthly content creation, account management, paid advertising and strategy. We worked extensively with the hotel’s experienced corporate team to ensure cohesive messaging and succeeded with a large increase in following, engagement and web conversions.
As a special project, The Peninsula Beverly Hills asked UMBRELLA to undertake full production and strategy for a 30 second holiday spot for the #PenMoments campaign, with the goal of increasing awareness for their Beverly Hills location during the holiday season and convert its uptick in social traffic to direct web conversions. This was the most successful campaign of its kind ever for the Peninsula Beverly Hills, with paid advertising that targeted not only out of town guests but saw increased conversion with local residents, with an impressive 65% decrease in CPC, over 250% on video views
65%
DECREASE IN CLICK-PER-COST
250%
INCREASE IN VIDEO VIEWs
This was a break from pure sales messaging, and UMBRELLA instead brought storytelling to the forefront. We wanted to beautifully illustrate the luxury, attention to detail in service, and unmistakable uniqueness of the property with a 30-second spot that shows, rather than simply tells, why The Peninsula Beverly Hills offers the best traditional but unique take on the holidays.
Creative content for hotels often veers into the generic, with visual materials that get dangerously close to looking like stock footage, offering customers no real sense of place or understanding of the specific allure of a property. In order to give the desired effect of the “home away from home”, UMBRELLA was always very specific in its visual executions, in order for potential guests to see experiences very much like what they’d enjoy when they check in.