Social Campaign – Case Study | Radisson Blu Resort Cam Ranh

Objectives:

• Increase brand awareness and strengthen the brand image of Radisson Blu Resort Cam Ranh on social media platforms.
• Build a loyal customer community and attract potential customers to experience the resort’s services.
• Spread the image of an ideal destination for a luxurious vacation and prestigious events through guests’ own shares.

Strategy: Masthead Digital proposes an integrated marketing strategy “Experience tropical paradise – Live every moment” with 4 main pillars:

1. Visual marketing:

• Develop a professional and impressive photo and video set that fully conveys the beauty and top-notch services of the resort.
• Utilize images from guests themselves to increase authenticity and familiarity.

2. Social media marketing:

• Post content regularly and consistently on Facebook, Instagram, YouTube, and TikTok pages.
• Actively engage with customers, encourage sharing, and create user-generated content from the community.
• Deploy hashtag campaigns and mini-games to create a viral effect.

3. Influencer marketing:

• Collaborate with KOLs and travel bloggers to review and introduce the resort to target customers.
• Invite celebrities in the cultural and entertainment fields to stay at the resort to increase media appeal.

4. Promotion & Partnership:

• Design attractive and unique promotional programs for each customer segment.
• Coordinate communication with travel partners, event organizers, and sponsor cultural activities in the local area.

Implementation: Masthead Digital implements the campaign through 4 phases:

1. Launch (months 1-3):

• Set up, edit, and optimize the resort’s social media pages.
• Produce photos, videos, and develop a detailed content plan.
• List and work with potential KOLs and partners.

2. Acceleration (months 4-6):

• Intensify the frequency of posting visual content and videos on multiple platforms.
• Launch a series of mini-games, photo contests, and promote the hashtag campaign #RadissonBluCamRanh.
• Release special promotional programs on holidays.

3. Peak (months 7-9):

• Focus content on the summer peak travel season.
• Work closely with KOLs and partners to increase brand exposure frequency.
• Organize events and sponsor famous beach festivals and music festivals in Cam Ranh.

4. Maintenance (months 10-12):

• Continue to post quality content and maintain community engagement.
• Launch promotions for the year-end travel season and summarize the campaign.
• Evaluate effectiveness, draw experience to plan for the next year.

Results: After 1 year of implementing the social media marketing campaign, Radisson Blu Resort Cam Ranh achieved impressive results:

• 173% increase in followers and engagement on social media pages.
• Reached over 2,5 million views with the #RadissonBluCamRanh campaign content.
• 150% increase in online bookings and revenue from customers coming through social media channels.
• Become the most frequently mentioned resort in the Vietnamese travel community.
• Won a series of prestigious awards for tourism and service both domestically and internationally.

Masthead Digital’s campaign has contributed to affirming Radisson Blu Resort Cam Ranh’s position as a top-loved luxury resort destination in Vietnam. At the same time, the campaign also opens up a new direction for the resort in reaching and serving digital-age travelers, ready to adapt and break through in the 4.0 marketing revolution.