As the first UK location for Virgin Hotels, the Edinburgh property faced the challenge of standing out in a saturated hospitality market. The goal was to build brand awareness, foster a distinctive social presence, and connect with both local audiences and international visitors. Beyond showcasing rooms, Virgin Hotels needed to communicate its unique personality, lifestyle offering, and exceptional food and drink venues. The challenge lay in creating a strong, relevant, and consistent content presence that would elevate the hotel’s position - not just as a place to stay, but as an experience in itself.

We began with strategic insights into travel motivations - knowing that Edinburgh’s scenery, history and food scene were key visitor drivers. Using this data, we crafted a content strategy that blended storytelling with a customer-first lens. Monthly content focused on immersive visuals, short-form video, and local lifestyle tie-ins. From behind-the-scenes glimpses of the hotel to sunset shots over the city and spotlighting dining venues, each post reflected Virgin Hotels’ character while aligning with visitor interests. Special attention was given to seasonal moments—like the Fringe Festival and Christmas— and location-based storytelling to boost visibility and relevance.

Virgin Hotels Edinburgh saw consistent, high-quality growth on Instagram, gaining an average of 569 new followers per month. Engagement consistently exceeded industry benchmarks, peaking with a 119% higher-than-average rate. Strategic alignment with local events, such as the Edinburgh Fringe Festival, drove spikes in growth—with 722 new followers gained in August alone. A targeted Christmas competition brought a 393% jump in impressions and a 276% rise in engagements. These results demonstrate not only increased awareness, but a growing community that resonates with the brand’s tone, visuals, and values—positioning Virgin Hotels Edinburgh as a social leader in the luxury travel space.