Services Delivered
Brand Management & Identity Guidelines
Art Direction & Visual Identity System
Social Media Strategy & Management Guidelines
Paid Performance Marketing (Facebook & Instagram)
Community Management & Online Engagement
Data Analytics & Performance Reporting
The Brief & Engagement
Park Proxi engaged COG Marketing to:
- Formalise the brand through a comprehensive brand guidelines framework, enabling all internal and external stakeholders to manage and implement the brand consistently.
- Develop social media strategy and guidelines to establish a cohesive, engaging online presence, align brand voice, and manage customer interactions effectively.
- Launch and optimise paid performance marketing campaigns, including seasonal and event-based promotions, and provide actionable data analytics to track success.
The broader objective was to position Park Proxi Gibraltar as a destination hotel in the Southern Highlands, increase bookings, grow the online community, and establish a scalable brand framework for future locations.
The Client
Park Proxi offers a modern hotel experience, blending functional design with adaptable spaces and cutting-edge technology for guests on the move. Part of the Seibu Prince Hotels & Resorts portfolio, the brand seeks to be the heartbeat of every neighbourhood, connecting with local communities, supporting businesses, and providing high-quality guest experiences.
The Gibraltar Bowral property was the first Park Proxi hotel in Australia, with a second location planned in Cairo, Egypt. The brand’s mission is to provide a consistent, engaging hospitality experience that resonates with modern travellers.
Our Approach
COG Marketing implemented a holistic, phased approach:
Phase 1 – Brand Management
- Developed brand identity and guidelines distributed company-wide for internal and external stakeholders.
- Delivered art direction and visual identity systems that emphasised Park Proxi’s modern, vibrant aesthetic.
- Created templates and standards for consistent application across print, digital, and social channels.
Phase 2 – Social Media Strategy & Guidelines
- Built a comprehensive Social Media Guidelines document outlining:
- Brand voice and messaging strategy
- Visual identity consistency
- Community management protocols
- Strategies for user-generated content creation to encourage authentic guest engagement
- Included training modules to empower internal staff, making implementation straightforward and consistent.
Phase 3 – Paid Performance Marketing & Data Analytics
- Set up Facebook and Instagram paid campaigns, optimised seasonally for hotel performance benchmarks.
- Implemented community management processes to engage guests and monitor sentiment.
- Provided monthly analytics reporting to track engagement, bookings, and campaign ROI, enabling iterative improvements.
The Results
- Maximised Hotel Occupancy: Seasonal campaigns exceeded KPIs, driving high occupancy rates for weekend getaways and events.
- Online Community Growth: Social media followers grew tenfold, with engagement rates increasing due to clear brand messaging and strategies for user-generated content.
- Consistent Brand Execution: Internal teams successfully implemented brand and social media guidelines, resulting in a cohesive and professional online presence.
- Enhanced Guest Engagement: Clear social media strategy fostered interaction, positive sentiment, and repeat visitation, solidifying Park Proxi Gibraltar as a key destination in the Southern Highlands.
COG Marketing’s integrated approach ensured Park Proxi Gibraltar had a modern, recognisable brand, a vibrant online community, and measurable digital marketing performance, setting the foundation for future franchise expansions globally.