Social media strategy employed to boost top hotel group

The Last Word hotel group, a luxury hotel company based in Cape Town, has launched a new website and blog designed and developed by World Wide Creative.
Over the past decade, The Last Word has developed a brand strategy based on ‘discovering the hidden gems' in the areas in which they are located.

The Last Word required an online approach that would effectively translate this strategy to the web. World Wide Creative, a leading provider of web marketing solutions in South Africa, proposed that the ideal forum for this was a combination of a traditional website and social media.

There were three components to the project:
1. The Website: to provide general information to site visitors, and allow them to enquire about accommodation.
2. A Blog/Social Media platform: to build ongoing relationships with site visitors, as well as generate natural traffic to the site.
3. A Flash area: to provide visitors with a compelling way to find out about the benefits of the hotels.

The Website
World Wide Creative redesigned their website to accurately depict The Last Word's luxurious product, with a generous portion of the layout given to imagery that does justice to each hotels' architecture, décor, and amenities.
The Blog
The design team then created a blog called ‘Have The Last Word' alongside it. A collection of writers was assembled to create ongoing content for the blog, with the intention of the forum to become the authority on finding ‘off-the-beaten-track' treasures in and around Cape Town.
The Flash Tour
World Wide Creative also created an interactive Flash component that allowed the site visitor to enter The Last Word's guest rooms and do their own search for the hidden gems contained within each of the hotel. These hidden gems include beverages, décor, charm, the compelling sleep and space.

Since the site went live in December it is receiving between two and four requests for accommodation per day, with a steady increase in traffic.

Visit the website and Flash here:
Visit the blog here:

9 Jan 2008 16:50


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World Wide Creative is a digital marketing agency
based in the United Kingdom and South Africa.
Our philosophy is “Never trust a skinny chef!”
Through intensive trial, analysis and research,
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