Role: Social Audit • Strategy Development • Tone & Trends Research

THE CHALLENGE

Morgans Hotel Group, a boutique hospitality company with 14 hotel brands, was experiencing a disjointed visual identity and inconsistent engagement across social media. Their social follower base skewed Millennial, while their core booking customers were Gen X and Boomers, leading to a messaging mismatch and confusion across platforms.

THE STRATEGY

Conducted a deep social audit, revealing brand fragmentation and an identity misalignment between followers and actual customers

Introduced a unifying content direction centered around "The Creative Class" — a psychographic mindset that transcends age

Developed a brand tone guide to help social media managers differentiate voice by property while maintaining portfolio cohesion

Provided recommendations on blog strategy and influencer collaboration to strengthen community engagement and guest storytelling

THE RESULTS

Increased brand consistency across social platforms

Improved strategic clarity for property-level social teams

Refined target persona lens that served both aspirational Millennial followers and core Gen X/Boomer bookers

WHY THIS MATTERED

This work brought alignment to a fragmented brand ecosystem. By shifting the strategy from age-based targeting to a mindset-based approach, we helped Morgans Hotel Group communicate with clarity, consistency, and creativity across every touchpoint.