Rokeby Manor
Industry
Hospitality
Rokeby Manor is a 19th-century English-style hotel nestled in the quiet hills of Landour, near Mussoorie. A restored heritage property, it offers uniquely designed rooms, villas, and suites—no two alike—along with mountain views, old-world charm, and modern comfort.
The Challenge
Despite its rich heritage, Rokeby Manor remained under the radar for most travellers, largely because its location, Landour, is a lesser-known hill station often overshadowed by its neighbour, Mussoorie. The brand had little online presence and needed to build both awareness and a consistent, premium identity to attract premium/off-beat travellers.
Our Strategic Approach
Positioning the Brand as a Local Insider
We didn’t just market Rokeby—we marketed Landour. Through captions and content that referenced local architecture, nature trails, seasonal changes, and Landour life, we positioned Rokeby as a local storyteller. This positioned the brand as an insider with genuine knowledge, not just another hotel account.
Used Visual and Sensory Cues to Hook Travellers
Instead of generic staycation visuals, we studied what sparked curiosity. We realised most people had no idea what Landour looked or felt like and didnt know what to do here particularly for travellers who weren’t indoor style. So we focused on content that did two things well - showed visually rich experiences and gave practical, shareable info like monsoon walk-throughs, traveller guides, weather-based tips, etc —they led to higher saves and shares, driving real engagement.
This mix of atmosphere-driven storytelling and save and share worthy content helped us consistently create content that resonated—and in many cases, went viral.
We Went Beyond Travel Influencers for Better Reach
Rather than sticking to travel creators alone, we collaborated across categories: yoga instructors, history podcasters, parenting creators, and celebrities who had stayed at the property. Each offered a new audience segment, and we carefully repurposed their content into short, credible snippets. This gave us broader reach, without diluting the brand.
Data-Driven Insights
As content started reaching more people, we saw profile visits rise. But follower conversions were not the best. We tackled this by:
Adding clear, useful story highlights (Offers, Rooms, Villas, Amenities, Things to Do, Guest reviews, etc)
Updating pinned posts regularly with season-relevant content
These acted like a landing page—answering a new visitor’s top questions in seconds.
The Results
13 viral content pieces (and counting)
Engagement vs Reach improved from 15.4% to 21.2%
New followers - 3053 in 2023 and 9651 in 2024
Profile visit → follower conversion improved from 4.6% to 7.4%
Instagram DMs per month grew from 28 → 50 → 71 year on year