Nick Papa

InterContinental Barclay

This landmark 1920s hotel needed to be brought into the 21st century. By producing original social-first content, collaborating with top-tier influencers and partnering with publications such as Vogue, I helped establish a creative direction that was both contemporary and timeless. Across social media, and especially on Instagram, I embraced the hotel’s modern amenities and services without forgetting its storied past as one of the original luxury hotels built around Grand Central Terminal in the early 20th century.

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In 12 months, social media generated 2% of total site traffic. Although a small portion of page views, these visitors spent 89% more time on the site and were 22% less likely to bounce, proving that Instagram plays an important role as ‘the new homepage’ for hotels.

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