Rosedon Hotel

Client: Rosedon Hotel, Bermuda

Deliverables: Social Strategy, Art Direction, Copywriting, Paid Social, Reporting

When Rosedon reopened with a sharper mid-century edge, social had to rise to meet it. This was not just about making the hotel look good online. It was about translating a more design-led identity into something commercially effective across two very different audiences: Bermudians choosing where to go for brunch, dinner and events, and international travellers choosing where to stay. The challenge was to build a social and paid media approach that could serve both without flattening the brand into generic hotel content.

That is where my role really sat. I led the paid social strategy, using Meta as a live testing environment to understand where intent was strongest, what kind of content moved different audiences, and how creative should shift depending on timing, geography and buying behaviour. For local audiences, the work was tighter, faster and more calendar-led, built around immediate demand and high-frequency relevance. .

A glass of pink cocktail garnished with a cherry and rosemary sprig, placed on a pink coaster; two additional pink coasters with abstract line art designs, and a blue coaster with a bakery logo and text, all on a yellow surface with shadowed palm frond.

For international travellers, the structure was far more sequenced, moving from mood and aesthetic appeal into rooms, dining, amenities and booking cues. Just as importantly, the content strategy was shaped around what people were actually responding to, with formats, headlines and creative angles constantly refined based on performance rather than assumption

The measurement side was what made it especially effective. Meta was linked directly to Rosedon’s SynXis booking engine, which meant I could optimise against real commercial signals such as room views, room cart activity, checkout and completed bookings, rather than settling for surface-level engagement.

On the F&B side, the same thinking applied, using on-site behaviour to predict likely covers and push spend towards what was genuinely driving reservations. The result was a social system that did more than support the relaunch. It actively drove it, delivering regular direct hotel bookings, a steady flow of F&B demand, sold-out event nights and a consistent 700 to 900% ROI.

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