FRHI Hotels & Resorts Social Media

by Client: FRHI Hotels & Resorts

FRHI Hotels & Resorts, with headquarters in Toronto, ON, is a worldwide luxury hotel company that manages three brands: Fairmont, Raffles and Swissôtel.

EVG partnered with FRHI to provide Instagram management for the Swissôtel and Raffles hotels’ accounts.

The Brief

EVG partnered with FRHI in 2014 to provide Instagram management for the Swissôtel and Raffles hotels’ accounts. Work continues on this project at least through 2015.

FRHI lacked the time and internal resources to efficiently grow the Swissôtel and Raffles Instagram accounts, which play a key role in social media marketing for hospitality given the visual focus of the channel. In summer 2014, EVG assumed the management of these two accounts with the goal of helping FRHI increase their Instagram presence, attract new followers and amplify their social voice.

The Challenge
  • Reach more target audience members with effective messaging
  • Increase resources and capabilities
  • Increase followers and engagement
  • Produce new, dynamic social media content
Creative Approach

EVG, having long worked with FRHI, well understood the brand and the desired messaging. In order to deliver constant, coherent Instagram content, EVG’s management of the account includes:

  • Development of a rolling editorial calendar for the accounts
  • Creation of weekly Instagram posts for each account, including sourcing the images
  • Monitoring, engagement and responding to comments by other Instagram users
  • Focus on content that increases audience, following and engagement
The Results

Raffles Instagram Analytics

  • 93% Increase in followers
  • 183% Increase in likes
  • 342% Increase in comments


  • 52% Increase in followers
  • 129% Increase in likes

57% Increase in comments