Residence Inn
A brand new Residence Inn in El Coyol, a few miles from Juan Santamaría International Airport, opened against a fixed date, a $250/month paid media budget, and a property still under construction when the account had to start posting.
This was a brand new Marriott property opening in one of Costa Rica’s largest industrial and corporate hubs, a few miles from Juan Santamaría International Airport, in an area with density that didn’t translate into visibility.
The area’s hospitality options are limited and its road infrastructure and traffic makes it a challenge to get to, so the property couldn’t count on foot traffic or drive by discovery the way a hotel in a more walkable district could. Social media had to do the work that location alone wasn’t going to.
There was a fixed opening date, a $250 per month paid media budget, and a property still under construction: no finished rooms, no restaurant, no rooftop ready to photograph when the account needed to start posting.
The strategy split around two target audiences: corporate workers already based in Coyol, and international travelers passing through on business, with Facebook and Instagram content built around each, phased alongside what the property could actually show at any given point.
Corporate workers in their 20s already working in Coyol, with few nearby food options, so Facebook and Instagram content was directed at them for the month the property prioritized food and beverage.
Travelers passing through the industrial hub for business, arriving via the nearby international airport. Content aimed at this audience leaned on awareness and booking site link clicks, since they weren’t already familiar with the property or the area.
Knowing exactly what to track (awareness, follower growth, link clicks) before posting anything.
Informational content that communicated the brand’s value while construction was still in progress.
Their needs, their priorities, their knowledge, instead of working from a content calendar in a vacuum.
Getting the outlet concepts and storytelling clear internally first is what made the content itself easy to build.
