This was a brand-new Marriott property opening in El Coyol, one of Costa Rica's largest industrial and corporate hubs, sitting a few miles from Juan Santamaría International Airport.
That density doesn'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.
Internally, the timeline didn't wait for the building to catch up. There was a fixed opening date, a $250 total paid media budget, and a property still mid-construction — no finished rooms, no restaurant, no rooftop ready to photograph when the account needed to start posting.
The primary audience was corporate workers in their 20s already working in Coyol, with few nearby food options. Facebook and Instagram content was directed at this audience for the month the property prioritized promoting food and beverage.
The strategy was built around three core KPIs — awareness, follower growth, and link clicks — tracked from day one so every content decision had a clear measure of success behind it.
Content phased with the property's own construction timeline. The first month pushed traffic to the profile and website, building awareness and site clicks before there was much to physically show. The second month, once F&B became the operational focus, shifted toward profile clicks and awareness built specifically around food and beverage — concepts, brand guidelines, and content pillars developed alongside informational stories that could communicate the brand's value even without polished, camera-ready spaces yet.