Our #DCmoments Food Guides were designed as a unique digital amenity allowing existing and prospective guests to uncover the distinctive and ultimate food destinations in the locations surrounding our iconic hotels. Motivated primarily by our guest-centric focus, our #DCmoments Food Guides were established as an innovative extension to our guests’ hotel experience. Working with highly-knowledgeable content creator James Thompson of ‘Food_Feels’, we hoped to further unite the rich histories of our hotels with their respective culture of food.
Harnessing Dorchester Collection’s legendary status in some of the world’s most iconic cities, our objective was to deliver culturally-enriching accompaniments to enhance the value of our hotel stays, creating long-lasting memories and encouraging social conversation. In doing so, we hoped to leverage the talent and audience of Food_Feels to position Dorchester Collection as a leader in curating luxury experiences in the digital age.
To compile our #DCmoments Food Guides, Dorchester Collection partnered with renowned food and travel digital content creator, James Thompson, a Sydney-born, London-based photographer who created the @food_feels Instagram account five years ago. With a love of everything from street food to Michelin-starred dining, James has a vast knowledge of the global culinary scene. Speaking about the collaboration, he said “food and beverage are taken very seriously at Dorchester Collection, which is why it’s such an honour to work with their team on the #DCmoments Food Guides and help their hotel guests navigate the incredible culinary scenes surrounding the legendary hotels.” Leveraging the knowledge of James, the Dorchester Collection corporate communications team and the hotels’ communications teams, an objective was created of highlighting the ultimate food destinations for guests.
Launched on 28 November, our #DCmoments Food Guides campaign featured:
Inclusive and available for all, our guides are accessible via the link https://www.dorchestercollection.com/en/dcmoments-food-guides/ and were shared globally during launch the across:
Our unique campaign was a follow up to a first of its kind, distinguishing Dorchester Collection as the only hotel group to deliver downloadable Food, digital guides. We were keen to celebrate each city’s distinctive food and culture through the perspective of a local; favouring an editorial rather than commercial approach.
PERFORMANCE SUMMARY
During the first two months of launch:
The success of our #DCmoments Food Guides was felt globally, triggering a ripple effect on social media and crediting Dorchester Collection as innovators in curating luxury experiences. Our guides continue to function as a unique amenity, complementing our guests’ hotel stays and inspiring them to immerse themselves in cultural and food destinations surroundings just as a local would. Our emphasis was not focused solely on developing our City Guides as a marketing campaign, but rather on evolving our guests’ experience beyond the walls of our legendary hotels.
