Hilton Woking opened its doors in October 2024 as a key element of Woking’s ambitious regeneration project. The flagship 23-storey hotel features 189 rooms plus three unique dining and drink spaces – OXBO: the hotel’s farm-to-table restaurant; GLOW: a modern and luxurious barista lounge and LOFT Sky Bar set on the hotel’s 22nd floor. The hotel also boasts extensive meeting and conference space, complete with 11 meeting rooms and the largest ballroom in Surrey.
A central feature to the town’s skyline, the hotel was set to become a landmark destination, and its launch needed to generate excitement both within the local community and among visitors to the area. Initially we were brought on board to manage PR, but our role quickly expanded to include organic social media, digital advertising and creative and branding development ahead of the launch.
A key element of the creative project was crafting distinctive branding for the hotel and its individual socialising and dining spaces, ensuring each had its own unique identity while seamlessly complementing the other brands.
To drum up excitement and announce the launch of the hotel, we developed a tailored organic social media strategy leveraging Meta platforms – Facebook and Instagram – identified as the most effective channels for engaging the hotel’s key demographics. In addition to building anticipation, we were also tasked with driving early interest and bookings for the hotel and dining spaces.
The social content focused on the contemporary and luxury elements of the hotel, where there is something for everyone – whether they want to stay and relax or dine and unwind.
For the creative and branding, we focused on delivering striking, emotive content that highlighted the USPs and special offers of both the hotel and its dining and socialising spaces, captivating the audience and setting the stage for a successful opening.
Since the launch, the hotel’s social media channels have seen impressive engagement, leading to sell-out reservations of LOFT in the first weeks of opening, as well as high levels of footfall for GLOW and the hotel itself. LOFT Sky Bar has received unprecedented engagement on Facebook in particular, with 2,253 post engagement, leading to sell-out reservations of LOFT in the first weeks of opening, as well as high levels of footfall for GLOW and the hotel itself. LOFT Sky Bar has received unprecedented engagement on Facebook in particular, with 2,253 post engagements and 11,862 impressions. Additionally, targeted advertising campaigns have generated a strong buzz in the local community, filling Meta feeds and driving local interest.
The success of this launch project has led to an expanded scope, with our team now overseeing the creative direction for Hilton Woking’s Loft Bar and Glow Cafe, further enhancing the brand’s presence and appeal.
Impressions
Reach
Post engagements
