marielena hotel

GRUPO ECCO

2022-2024

the brand

Marielena Hotel is a boutique hotel nestled in the heart of Cuatro Ciénegas. It offers a charming terrace for drinks and serves delicious traditional dishes at its restaurant. As the main physical touchpoint for other Grupo Ecco brands, Marielena Hotel promotes the Genesis Museum, Tierra María Vineyard, and Las Playitas Ecopark to its guests. It’s also a hotel with a purpose, as 100% of its profits are donated to Plan 2040, an NGO dedicated to empowering the children of Cuatro Ciénegas.

the STRATEGY

The social media strategy for Marielena Hotel was centered on promoting Cuatro Ciénegas as a destination, rather than solely focusing on the hotel itself. Recognizing that people travel for the experience, not just the accommodation, the messaging highlighted adventure, relaxation, and the joy of exploring new places. The goal was to position Marielena as a home away from home, offering guests a cozy, welcoming space to connect with loved ones, unwind, and indulge in comforts and local cuisine. Key elements of the strategy included:

Distinctive Visual Language: Crafting a consistent, inviting aesthetic that evoked the tranquility and charm of the hotel and the broader Cuatro Ciénegas area.

Content Calendar: Developing a content calendar to showcase local attractions, seasonal activities, and the hotel’s offerings, ensuring regular and engaging posts.

Paid Ads: Creating and optimizing paid ads targeting travelers interested in adventure, relaxation, and cultural experiences, encouraging them to explore Cuatro Ciénegas with Marielena as their base.

Optimized Highlights: Organizing Instagram highlights to showcase Cuatro Ciénegas’ attractions, the hotel’s amenities, and its connection to Grupo Ecco’s other brands.

Organic Content: Posting a variety of organic content, including reels, carousels, stories, and posts, focusing on guest experiences, local adventures, and the hotel's cozy, homelike atmosphere.

Cross-Promotion of Grupo Ecco Brands: Redirecting hotel visitors to explore other Grupo Ecco brands such as Genesis Museum, Tierra María Vineyard, and Las Playitas Ecopark, promoting a holistic travel experience.