Hotel Commonwealth, the Official Hotel of the Boston Red Sox, is an independent boutique hotel in the heart of Kenmore Square, steps from Fenway Park and Boston University. Guests love Hotel Commonwealth for their unscripted hospitality and ‘of service’ mentality, not to mention large, comfortable guest rooms and award-winning on-site restaurants Eastern Standard and Island Creek Oyster Bar.
Hotel Commonwealth wanted to use social media to promote business while emphasizing their brand pillars with a local flavor. They started by doing it in-house, but soon realized they needed a professional agency to get the results they wanted.
“The Metter team is driven and ambitious. They provide personalized service. Social media is important to us, so we want to make sure our account is important to the agency managing our presence. We knew right away that we mattered to Metter Media.”
We’ve created a variety of organic and paid social media campaigns for Hotel Commonwealth, but a few of our favorites include the #BeMoreBoston series, our ongoing influencer partnerships, and familiarizing our followers with their mascot, Terry the Bear.
#BEMOREBOSTON
The #BeMoreBoston series was created to emphasize Hotel Commonwealth’s position as THE quintessential Boston hotel. We began sourcing the best, most eye-catching photos of classic Boston landmarks and locations to repost on our feeds — with proper credit, of course.
Our followers immediately reacted positively. These are continuously our top-performing posts on Instagram and Facebook, receiving nearly 1,000 likes on Instagram and 200+ likes on Facebook. They have reinforced Hotel Commonwealth as an iconic Boston hotel — a quick glance at their social media pages makes this clear.
https://www.instagram.com/p/BxGVakXAMvr/
INFLUENCER PARTNERSHIPS
By partnering with local, national, and international lifestyle and travel influencers, we have been able to expose Hotel Commonwealth to audiences around the world. We have hand-picked specific influencers whose feeds and audiences coincide with our target audience to spread awareness of the hotel’s amenities and offerings.
Through these strategic partnerships, we have been able to generate large numbers of impressions and engagements for the hotel while also gaining a library of beautiful lifestyle images for Hotel Commonwealth to repost.
https://www.instagram.com/p/BmeXPHplyIV/
TERRY THE BEAR
Many people would never guess that a hotel has a mascot. By incorporating #TerryTheBear into our content more regularly, we aimed to familiarize guests with the adorable character who lives at the hotel, greets children, and even has his own series of children’s books.
From showing support for the massive Boston student population to hanging out in Kenmore Square with his BFF Wally, we’ve made Terry the Bear a popular figure that guests of all ages have come to know and love!
https://www.instagram.com/p/BwCM_PcgiX_/
“If we weren’t active [on social media] we would be missing out on the online conversation and opportunities to grow our business. Revenue is coming through social media channels. It also provides an additional service to our guests. You need to have a presence on social media.”
Follow Hotel Commonwealth on Instagram, Facebook, and Twitter.
Metter Media LLC is a Boston-based social media management company that implements community-based, localized social engagement strategies for small businesses and corporations alike. Need help with your social media? Email Lauren today.
