#Bunk HostelAffordable and efficient Content

Strategy

By Marie Charbonnier, Yann Lebris and Jessica RoblesIEMI – CMH

The strategy

Build interesting and innovative content to represent#Bunk in a new way, attract and inform new guests.

The idea : The #Bunk flash news

- Weekly Short video framed like an info flash news – 4/5 minutes

- Presented by one of the key member of the staff and with the participation of all employees the hotel

- Realized by the Community and online manager

- Original and slightely hotel related content

- Talk about it on and off line : communication actions

The #Bunk flash news• Content

Guest of the week

Quick interview of a particular guest, project/business owner, blogger, journalist , or « regular » guest with a special message.

Place of the week

Around the hotel, new place, bar, gallery, concept store matching the #Bunk philosphy.

Picture of the week

Picture taken by a guest, a staff member or anyoneelse in the hotel with an original message.

Who will we reach ?

• Existing guest : to developp loyalty and brand attachment

• People interested by short videos, art, place to be « hype »

• Culture and lifestyle bloggers and journalist

• Potential new guest looking for information on the hotel and willing to understand itsatmosphere

What will our targets do ?

• Watch the full video: share it, like it, comment it, talk about it on and off line

• Visit the hostel website• Book in the hostel

----- Measuring results -----

Number of video : views, likes, comments, shares Number and quality of positive feedbacks on the video :

comments, tweets, articles … Number of visits on the website – comparison after and

before the content strategy Number of bookings – comparison after and before the

content strategy

Sharing incentive : Contest

To push our targets to share the video :

Contest #Bunk flash news

The internaut that will share it well and on the highest number of plateforms will win a stay in the hotel and will be the next #Bunk flash news .

Platform

The video will be filmed and then uploadthanks to youtube.

Users

Flat screen in the hostel’s lobby

#Bunk Hostel ‘s: website, twitter (vine + link), facebook.

The #Bunk flash news