Multi-location hospitality photography for Innkeeper’s Collection

The challenge

Innkeeper’s Collection deserves social media assets that capture their brand, specifically how each of their 55 hotels is “exceptionally unique.” Somewhere along the line, to streamline their branding and create cost-effective design, colourful templates and stock imagery were adopted.

However, Brew identified an opportunity to elevate the social media content by using “real-life” visual content from the 55 locations, allowing the brand to:

• Bring the content approach in line with other Mitchells & Butlers’ brands.
• Refresh their feeds with more engaging content.
• Create cost-effective content where the real-life location and charm shines through without the need to create new assets from scratch.
• Lessen reliance on influencers, reducing the time needed to source and manage.
• Discover potential for improved assets across paid ads and web pages.

Our approach

Brew captured a bank of assets, forming a growing library of images and videos across the regions and destinations with Innkeeper’s Collection hotels. Then, we can dive in as needed to take all campaigns to new heights with high-quality, on-site photography and video.

The final outputs were jointly agreed with the client and created as part of the monthly media content, splitting the cost and time of editing across monthly projects. Smart.

Problem solved

Multiple options were provided to the client, giving a selection of possibilities based on objectives, timings, and budget. The final shoot itinerary looked like this: 

• Day 0: Travel to location and scouting.
• Day 1: Full day of filming and capturing content across locations.
• Day 2: Full day of filming and capturing content across locations.
• Day 3: Further content filming across locations. 

Across four jam-packed days, we captured content for five different hotels! This included shots of: 
 
• Entering the hotel 
• Checking into a hotel room 
• Exploring the hotel’s pub 
• Appreciating the traditional features 
• Wandering about local sights 
• Choosing a walking path  
• So much more! 

These four days have already laid the foundation for three months of social media content creation and a refresh of the brand’s always-on awareness and conversion social ads. 

Here’s what Jim Hemming, Brew’s designer and lucky on-site photographer, had to say: 

“The quality of the feed and assets produced has massively improved. The brand has moved away from an older, flat creative that wasn't really offering anything new to social audiences. The new-look visuals are more connected to the brand, and we've already seen an increase in views and engagement.”