Hotel Mestar boosts launch with social media strategy and content marketing

In May 2022, the Finnish hotel operator Primehotels opened a new lifestyle hotel in the old Rakennusmestareiden talo in the centre of Helsinki. Primehotels wanted the new hotel concept to respect the original purpose of the building, so the hotel was named Hotel Mestari.

The hotel concept, with its crisp, modern design, is designed to stand out from the crowd and attract attention, even on an international level. At the same time, Hotel Mestari opens up different perspectives on how mestarius is constructed and what it can mean. Our aim was to raise awareness of Hotel Mestari and build the brand image of the hotel, to engage potential clientele with the hotel brand even before opening, and to support sales and successful recruitment.

We developed a social media strategy and a cross-channel content plan for Hotel Mestar to reach target audiences and generate their interest in following the hotel's journey even before it opened. We created social media channels for Hotel Mestar and designed a cohesive social media identity that communicates the hotel's spirit, values and compelling visuals.

At the heart of content marketing is our main content type, the Master Story. The aim of a master story is to paint a world in line with the hotel concept and to attract and engage customers with the same values. From a lighting designer to a circus artist, we have explored the different champions in their field both on the hotel's website and on social media through text, images and video.

The stories were also used as part of Hotel Mestar's recruitment marketing in the summer and autumn of 2021.

Even before the hotel opened, the champion's social media channels were growing steadily. For example, in November 2021, posts reached more than 15 600 unique users on Instagram and almost 25 000 unique users on Facebook. Engaging content has also actively engaged the hotel's target audience. In November, content interactions on Instagram increased by more than 270% compared to October and the number of followers increased by more than 500.

The champion stories have garnered praise on social media and websites alike. Stories are the most popular content on the site, with up to 53% of visitors stopping to read interviews with champions in their field. The content has also been a great support for Hotel Mestar's recruitment efforts, with excellent candidates for all the positions applied for, all of them champions in their fields.

During the launch phase, new content types were introduced to Mestar's marketing, more emphasis was placed on social media advertising and influencer marketing was used to reach target groups.