In early 2012, the Heathman Hotel had roughly 1,000 fans and low engagement on its Facebook page. To build the hotel’s following and fan base, LANE capitalized on the Fifty Shades of Grey phenomenon and embraced the Heathman Hotel’s role in the steamy bestseller. LANE created Fifty Shades of Grey-themed hotel packages to engage fans; developed fresh angles to promote the Heathman’s unique features, like its in-house library; and facilitated online giveaways to give fans a chance to indulge in their own Fifty Shades of Grey fantasy.
Nearly one year later, the Heathman fan base has grown by more than 700 percent and is highly engaged. On days with mentions of Fifty Shades of Grey, reach is as high as 500,000 people/3,000 page views. With no advertising used in the campaign, LANE relied solely on a combination of digital and public relations efforts to spur growth. Coverage in Vanity Fair, Good Morning America, People Magazine, CNN.com, USAToday.com, TIME, Fox Business and numerous other national outlets boosted Facebook traffic and increased exposure for the hotel.
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