Launching The Municipal Hotel And Spa - M Gallery on Social Media

How we built an online community of 40k followers for Liverpool’s newest five star luxury hotel.

The Brief

The Municipal Hotel & Spa in Liverpool - M Gallery, is located in one of the city’s most historic venues, dating back to 1868 and originally home to Liverpool’s City Council. In May 2023, the global hotelier group Accor re-developed the venue into a luxury five star hotel, and Carousel were challenged to bring the hotel to life on social media.

We were asked to launch fresh social media channels for the new luxury five star hotel, ‘The Municipal Hotel and Spa’. Our goal was to deliver rapid audience growth, mass awareness, customer engagement and strong site traffic in order to drive bookings and make The Municipal the most talked about Liverpool hotel on Instagram.

Our Response

Our first point of call was to conduct competitor research using our social media reporting tools, to identify how similar brands across the UK and Europe in this space were successfully driving followers, engagement and reach.

Following the research, we decided to launch three social media accounts for the hotel, including a dedicated Instagram page targeting overnight guests from the UK and abroad, highlighting the hotel’s room offerings, spa packages and treatments and F&B optionsl, with a focus on the Palm Court bar. The second Instagram account was tailored towards a local Liverpool audience for day-visits, focusing purely on food & drink content to showcase the three unique dining areas; Palm Court, Botanic Tearoom & Seaforth Restaurant. Lastly, we created a Facebook page which compromises a mix of all of the above offerings.

We then developed a social media content strategy including bespoke video content creation to convey the hotel’s premium offering and central theme around ‘time’, including countdowns, grid takeovers and live launch party content. Meanwhile, we partnered with influential local press titles and other luxury businesses to host a series of Instagram collaboration competitions that allowed us to rapidly grow the hotel’s fanbase.

Finally our advertising strategy served customers with targeted content at each stage of the purchase funnel to convert awareness into traffic and bookings across the hotel rooms, restaurant, afternoon tea room and spa.

brand channel social media reach
video views
social media engagements
social media growth
clicks to booking engines

Do you need help launching brand new social media channels for your brand or kickstarting your strategy? Contact us here.