TL;DR
When I set up my digital marketing department, Hotel Country Villa was one of our anchor clients for a year. To drive awareness for their incredible property, I ran a targeted sub-campaign called "Tavern in the Hills" to highlight their unique cliffside bar, utilizing a disciplined, organic content strategy to position them as the ultimate quick getaway for premium tap beer and cocktails.
Stack I Used
• Campaign Planning & Strategy: Microsoft Excel & Planoly (Used to map out the editorial calendar and pre-visualize the aesthetic flow of the grid)
• Design & Brand Assets: Canva, Adobe InDesign, and custom brand frames (Directing the design team to build clean layouts around assets customized by our agency's CEO)
• Content Delivery & Scheduling: Meta Business Suite (Managing the manual rollout, scheduling, and organic publishing of our media assets across platforms)
The Concept of the Cliffside Escape
When we took on Hotel Country Villa, our overarching objective was pure brand awareness. Because the property is literally carved into a hillside, they had a spectacular bar environment that wasn't being fully leveraged online. I developed the "Tavern in the Hills" sub-campaign to solve this. The goal was to position the venue as the perfect, premium driving-distance escape from the capital to unwind. I gave my creative team a dead-simple brief: “Let’s show the product and the experience.” I took on the copywriting myself to ensure the tone captured that exact feeling of a crisp, refreshing drink with a mountain view.
The Logistics of Remote Content Production
Executing a visually rich hospitality campaign when your office is far from the location requires serious logistical discipline. We couldn't just pop over for a quick photo, so I structured the content collection into highly organized, hyper-focused production phases broken down into multiple shoots. My team captured everything from the crisp pour of the Sherpa Brewery taps to the vibrant colors of their signature cocktails. By coordinating these distinct shoots ahead of time, we built a robust library of assets that kept the grid looking premium.
Managing the Department's Execution
As the principal account manager leading this digital department, my role was to keep the gears turning seamlessly from initial concept to the final monthly client report. I mapped out the strategic planners in Excel, while my design team brought the visuals to life using a mix of Canva and Adobe InDesign, before deploying everything natively through Meta Business Suite. It was a true test of our department's early execution capabilities—proving we could handle high-end hospitality clients and maintain a beautiful, cohesive visual narrative entirely through organic reach.
Learnings
While the campaign successfully elevated the property's aesthetic and organic presence, our biggest blind spot was tracking digital attribution back to physical food and beverage sales. This project taught me the critical lesson that a campaign doesn't need complex, expensive tracking software to measure success—setting up a simple, disciplined attribution sheet from day one is vital to proving real commercial impact.