The
Brief

Grand Central’s social media channels were active and responsive, but the overall ecosystem lacked cohesion and strategic alignment. Content was often reactive rather than proactively planned, with unclear ownership across disciplines.

As a result, there was an opportunity to evolve the channels into a more unified, proactive and insight-led approach. The ambition was to establish Grand Central as a leading source of travel inspiration, using social as a key driver of awareness and travel panning. It was not about visibility but also resonating with audiences.

Key objectives included brand awareness and engagement, attracting new customers without alienating existing ones, building a vibrant online community and growing social media following and interaction.

The
Solution

/ Organic Social

/ Experiential

/ Content

/ Partnerships

We developed and delivered a unified content strategy focused on transforming Grand Central’s social presence into a cohesive and always-on place for travel inspiration. This brought together content production, organic social, influencers and partnerships under one approach, ensuring consistency of messaging and overall impact.

Our approach was focused on shifting from reactive posting to proactive, insight-led storytelling. We created a structured content framework build around destination-led content, seasonal campaigns and spotlight.

Working closely with internal teams and wider agency partners, we maintained a strong and consistent brand identity while delivering disruptive, scroll-stopping content.