How we generated $1,000,000 in advertising value for global luxury hotel chain

Creative content breaks through the noise to drive global coverage and CSR awareness

FRHI Hotels & Resorts is recognised as one of the world’s most luxurious hotel groups, offering memorable experiences and impeccable service through its three leading brands: Fairmont, Swissôtel and Raffles.

Having successfully held the SEO account for Swissôtel since 2012, Builtvisible were awarded the global SEO account for FRHI Hotels & Resorts in January 2015 with the goal of increasing both coverage and hotel bookings via organic search.

The challenge

Our objective has not solely been to gain brand exposure, but to drive relevant referral traffic, increase bookings, and build high-value links to the domain for increased SEO performance.

The solution

Working closely with FRHI’s internal marketing team, we researched, produced, and promoted a series of content pieces to engage the luxury hotel company’s audience and attract new coverage across a variety of global markets.

Since the start of 2015, our campaign has involved production of long-form content, interviews with key staff, infographics, and more. These content pieces have secured coverage in major publications including The Independent, Mail Online, The Huffington Post, and Buzzfeed.


Content produced includes:

The Decline of Bees

The Decline of Bees

Details that Make a Difference

Details that Make a Difference

Juicing for Every Type of Holiday

Juicing for Every Type of Holiday

Fairmont Case Study

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The results

What our content marketing achieved in the first six months of 2015:

  • $1,000,000 in advertising value (AVE)
  • 10,000,000 people reached via social
  • 172 pieces of editorial coverage gained