Help families picture themselves living the experience.
Choosing a country hotel involves more than comparing rooms and pools. Families want to know whether children will enjoy themselves, adults will have time to rest and the experience matches their expectations.
The brief used these questions to guide Colina Verde's communication. The goal was to inspire interest, build connection and make booking decisions more confident. This case presents the positioning and content plan developed for social media.
Four pillars to guide every post.
Cherished memories
Celebrate moments families share: children's discoveries, outdoor activities, meals and play. Experiences give context to the hotel's facilities.
Rest for parents
Show how adults can enjoy their stay too. A relaxed breakfast, quiet areas and quality time help communicate this benefit.
Safety and social proof
Answer travel questions with clear information, facility presentations and authentic guest stories. Content should help people choose with confidence.
Value and decision-making
Explain what is included and communicate each offer's actual terms. The plan proposed booking invitations with moderate urgency and factual information.
A strategy designed to move.
The brief was not designed as a standalone document. Text, images and real scenes work together to show how guests can perceive the experience before booking.
The hotel sells more than a night's stay.
It sells stories the family has yet to live.
What the brief says needs to appear in the scene.
People, meals, discoveries and small gestures turn planning objectives into a real sense of hospitality.
Every post needs to know what it shows and why.
Strategy organizes content without taking away its natural feel.
More spontaneous. Less staged. Made to feel lived.
The audience needs to feel they are seeing real life, rather than an ad detached from the experience.
A direction that makes the content work together.
The plan organized communication around hospitality and family experiences. The visual direction proposed spontaneous scenes, people and stories close to guests' everyday experiences to guide photos, videos and posts.
- Social media strategy brief
- Audience analysis and questions involved in choosing accommodation
- Positioning and tone of voice
- Four editorial pillars with content examples
- Visual direction for photos, videos and posts
Want to organize your hotel's content around the guest experience?
Explore hotel marketingProject by Lucas Bertosini · O Criartista · Planejamento apresentado em fevereiro de 2026
