Digital marketing strategyfor the Linden Centre hotel chain

Linden Centre is a group of seven boutique hotels in Yunnan, in southwest China. It restores nationally protected heritage mansions and runs a model where guests' stays fund the surrounding villages.

The problem: bookings dropped during Covid and haven't fully recovered. The posting isn't engaging, so audiences forget the brand between posts, and on a feed it looks like any other hotel because its value isn't coming through.

The task: develop a six-month digital marketing strategy for Linden Centre, with a $15,000 budget, built to reach international travelers.

I visited a Linden Centre cultural experience in Hangzhou myself, then developed the full strategy proposal by applying concepts from my Advertising Management course.