SOCIAL STRATEGY
CREATOR PROGRAMME
PR
THE CHALLENGE
Kimpton Fitzroy London challenged us to drive awareness of the hotel’s historical legacy through reinforcing its position as a culturally relevant luxury destination within Bloomsbury capable of connecting heritage storytelling with modern digital audiences.
To mark the Titanic anniversary, we saw an opportunity to explore the hotel’s historical associations through a creator-led lens, tapping into the growing trend of ‘History Tok’. The aim was generating conversation across social platforms while reaching audiences beyond traditional travel and hospitality media.
The challenge was to build sustained attention around a culturally significant moment, while ensuring content felt native to social, engaging across multiple audience tiers and driving both reach and consideration for the hotel.
THE SOLUTION
Our insight was that culturally driven anniversaries perform best when they are built over time, rather than activated through a single moment. This led to the development of a tiered creator strategy as part of The Keys to Kimpton, designed to balance sustained storytelling with high-impact amplification.
We partnered with a mix of micro, mid-tier and macro creators to create a layered content approach. Smaller creators were used to build anticipation in the lead-up to the anniversary, releasing content that sustained visibility and kept the story present across feeds over time.
In contrast, larger creators were activated on the anniversary itself (15th April), delivering high-impact posts that maximised reach, engagement and visibility at peak cultural relevance.
The content focused on Kimpton Fitzroy London’s heritage connection to the Titanic’s first class dining room and Lucky George statue, whose twin was aboard the ship when it sank. Creators were encouraged to interpret the narrative through their own style, resulting in content that felt authentic, engaging and highly shareable among their existing audiences.
This blended approach allowed us to move beyond one-off influencer moments and instead build a sustained cultural narrative that positioned the hotel within a wider conversation.
THE RESULTS
One standout collaboration was with History Alice, who created a reel exploring Kimpton Fitzroy London’s Titanic connection in line with the anniversary of its maiden voyage. The content was supported by a competition mechanic offering a stay at the hotel, further driving engagement and consideration.
The reel went live on the anniversary date and achieved over 100K views with an engagement rate of 11.8%. The accompanying competition post delivered 10.2K engagements from an 86K reach.
Overall, the activity contributed to 2,023 new Instagram followers for Kimpton Fitzroy London and generated a measurable spike in Google search interest during the campaign window, demonstrating increased brand consideration driven by the creator-led approach.
