Hospitality 酒店品牌
NH Hotels
NH Hotels is one of the largest chain hotels in the world. Currently, it is deployed in 30 countries around the world, mainly concentrated in Europe, America and other hot travel areas. NH Hotels occupies the golden position of famous tourist cities such as Madrid, Spain and Rome, Italy. It is deeply rooted in Europe and America, with more than 225 hotels with unique characteristics.
NH酒店是全球最大的连锁酒店之一，目前已覆盖全球30个国家，主要集中在欧洲、美洲等热门旅游地区。NH酒店坐落于马德里（西班牙）、罗马（意大利）等著名旅游城市的黄金地段，深耕于欧洲和美洲市场，拥有超过225家独具特色的酒店。
CHALLENGES
As the global travel industry rebounds post-COVID-19, Chinese travelers are showing a growing interest in European destinations, particularly in Italy, the United Kingdom, and Spain, which ranked as the top three most popular countries for “overseas travel to Europe” in 2023. This presents a significant opportunity for NH Hotels, a brand with a strong presence and deep heritage in the European hotel industry, to capture the attention of this high-potential market. However, the challenge lies in effectively positioning NH Hotels as the preferred choice for Chinese tourists amidst fierce competition in the hospitality sector.
NH Hotels seeks to address this challenge by leveraging Chinese social media platforms to boost brand awareness and highlight its competitive advantages, such as prime geographic locations across Europe and unique, high-quality personalized services. The goal is to bridge the knowledge gap and encourage Chinese travelers to choose NH Hotels for their European adventures.
Our challenge as a social media marketing agency is to design and execute a campaign that not only captures the attention of Chinese tourists but also builds a lasting emotional connection with the NH Hotels brand. By crafting culturally relevant messaging, leveraging key social media channels, and creating engaging interactive experiences, we aim to help NH Hotels stand out in a competitive market, enhance its brand image, and drive measurable business growth in the Chinese market.
面临的挑战
随着全球旅游业在疫情后逐步复苏，越来越多的中国游客对欧洲旅行表现出浓厚兴趣，尤其是意大利、英国和西班牙，这三个国家在2023年成为“中国游客欧洲旅行”的前三大热门目的地。这为NH酒店集团带来了巨大的市场机会。作为一家在欧洲酒店行业拥有深厚经验和品牌积淀的企业，NH酒店集团希望能吸引更多中国游客。然而，在竞争激烈的酒店行业中，如何有效地将NH酒店塑造为中国游客的首选品牌，仍是一大挑战。
NH酒店希望通过中国社交媒体平台提升品牌知名度，展示自身的核心优势，例如遍布欧洲的优越地理位置以及独特、高品质的个性化服务。目标是缩小品牌认知差距，激发中国游客选择NH酒店作为欧洲旅行住宿首选的兴趣。
作为一家社交媒体营销机构，我们面临的挑战是策划和执行一场能够吸引中国游客注意力的活动，同时与NH酒店品牌建立深层次情感连接。通过打造符合中国文化的传播内容，巧妙运用核心社交媒体平台，并设计互动性强的体验活动，我们将帮助NH酒店在竞争中脱颖而出，提升品牌形象，并推动其在中国市场实现业务增长。
OUR SOLUTION 我们的解决方案
To achieve this, MDS team launched a month-long targeted brand awareness campaign in the forth quarter of 2023. The campaign focused on creating engaging and culturally relevant content that resonates with Chinese audiences. A key component of the campaign was a WeChat-based activity offering complimentary NH hotel stays, designed to capture consumer attention and generate buzz around the brand. Through strategic planning and execution, the campaign aimed to:
- Establish NH Hotels as a recognizable and desirable brand in the Chinese market.
- Communicate the unique value proposition of NH Hotels, including its excellent locations and personalized European hospitality.
- Inspire Chinese travelers to choose NH Hotels as their trusted accommodation partner for their European trips.
MDS团队在2023年第四季度发起了一场为期一个月的针对性品牌认知宣传活动。活动重点打造吸引人且契合中国文化的内容，以与中国受众产生共鸣。活动的核心亮点是一项基于微信的平台活动，通过赠送NH酒店免费住宿的方式吸引消费者的关注，并为品牌制造热度。通过精心的策略规划与执行，此次活动旨在：
- 将NH酒店打造为中国市场中备受认可和渴望选择的品牌。
- 传递NH酒店的独特价值主张，包括其优越的地理位置和个性化的欧洲款待服务。
- 激发中国旅行者选择NH酒店作为欧洲之旅首选住宿伙伴的意愿。
DESIGN 设计
Building Brand Social Media Visuals from Scratch to Powerfully Attract Chinese Social Media Users
To better integrate the NH Hotels brand image into the Chinese social media environment, MDS delved into the NH Hotels visual style and combined it with current social media trends. In this campaign, we created a series of WeChat articles that fit the taste of WeChat users from scratch.
In the WeChat articles, MDS design team cleverly incorporated fun interactive designs to stimulate user engagement and increase user interaction. These interactive designs not only provide users with a pleasant experience, but also create more topics and sharing points on social media platforms.
To create a unique symbol for NH Hotels on social media, we paid special attention to the design of the illustrations in the tweets and elements related to the NH brand, so that NH Hotels can form a unique and interesting image in the minds of users. This not only helps to improve brand recognition, but also encourages users to pay more attention to and share NH Hotels’ articles.
从零开始打造品牌社交媒体视觉形象，重点吸引中国社交媒体用户
为了更好地将NH酒店的品牌形象融入中国社交媒体环境，MDS深入研究了NH酒店的视觉风格，并结合当前社交媒体的流行趋势，在本次活动中从零开始为微信用户打造了一系列符合用户喜好的文章。
在微信文章中，MDS设计团队巧妙融入了有趣的互动设计，以激发用户的参与感并增加互动。这些互动设计不仅为用户提供了愉悦的体验，还在社交媒体平台上创造了更多的话题点和分享点。
为了在社交媒体上为NH酒店打造独特标识，我们特别注重推文中的插画设计和与NH品牌相关的元素设计，使NH酒店在用户心中形成独特且有趣的形象。这不仅有助于提升品牌识别度，还能鼓励用户更多地关注并分享NH酒店的内容。
PLATFORM 平台
RESULTS 展示成果
Over the two-month campaign, the project achieved remarkable results, significantly surpassing expectations. NH Hotels garnered extensive attention, with total exposure exceeding 34 million and a substantial increase in WeChat followers. Engagement across all platforms reached impressive levels, with high participation in the WeChat activity and a wealth of user-generated content collected. WeChat ads performed exceptionally well, generating over 22,000 clicks and massive exposure. Overall, the campaign exceeded its KPI by 300%, effectively boosting NH Hotels’ visibility, engagement, and brand presence in the Chinese market within a short time frame.
在为期两个月的活动中，项目取得了显著成果，远超预期目标。NH酒店获得了广泛关注，总曝光量超过3400万，微信粉丝数量显著增长。全平台参与度表现出色，微信活动吸引了大量用户参与，并收集了丰富的用户生成内容。微信广告表现尤为突出，点击量超过22,000次，总曝光量超过6.8亿。整体来看，本次活动超出KPI目标300%，在短时间内有效提升了NH酒店在中国市场的品牌知名度、用户互动率及影响力。
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