Banyan Tree Bangkok

Introduction

Banyan Tree Bangkok is the venue for some of the finest restaurants and bars in all of Thailand. Lexicon was engaged to help increase brand awareness for these luxury establishments on social media.

Industry: Hospitality/F&B
Service: Social Media Management & Marketing
Target Audience: Affluent Bangkok residents
Brief: to increase brand awareness and engagement on Facebook for Banyan Tree Bangkok’s 4 restaurants: Taihei, Bai Yun, Saffron & Vertigo Too.
Methods: audience research, social media planning & management, social media marketing, photography, content writing, press release writing, article writing, event promotion, video production

Social Media Management

World-class quality and spectacular views are major selling points for Banyan Tree’s restaurants and bars.

We built an experiential social media calendar designed to pique the interest of refined Bangkokians.

Event Promotion

Banyan Tree Bangkok regularly hosts noteworthy events, which Lexicon has been mandated to promote online.

Two Michelin-star chef Stefan Heilemann guested at Vertigo Too in an event which quickly sold out. Lexicon wrote this press release, which was picked up by numerous outlets including Bangkok 101. We took promotional photography and marketed the event through social media

Grand Opera Thailand held a series of events at Vertigo Too. Lexicon wrote this press release, which was picked up by numerous outlets including in abridged form in the Nation. We took promotional photography and marketed the event through social media.

Photography

Photography was a large part of our mandate as we were producing 60 posts per month, plus promotional images for Banyan Tree events.

Video Production

We produced a series of videos highlighting the hotel’s USPs. These included the hotel’s Japanese-style Yuzu ice cream, a cooking masterclass from a guest chef, cocktail tips from Vertigo Too, and the below video showing the hotel’s unique method of making Neu Nam Tok.

Conclusions

It is possible to reach 46 million people in Thailand through social media marketing; however, unless you’re selling soap or toothpaste, a more segmented approach is required.

For Banyan Tree, we created content designed specifically to connect with an audience of Thai and expat residents of Bangkok. This not only means less advertising spend was required, but also that reach, video views, page likes and the number of messages received on the page increased.

Furthermore, with increased visibility, Banyan Tree can now use Facebook to communicate directly with its audience, which has led to an upturn in the hotel’s event attendance.

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