ADARE MANOR

The Client: Adare Manor is an award winning 5* luxury hotel and golf resort in County Limerick, Ireland. Located in the picturesque village of Adare, the manor house can be found on the banks of the River Maigue and was once the family seat of the Earls of Dunraven. The hotel, a Neo-Gothic architectural masterpiece, is now known for its Irish hospitality, luxurious rooms and spa, world class golf course, and Michelin star restaurant.

Client Website: https://www.adaremanor.com

The Challenge:

Adare Manor wanted to establish themselves in the Chinese market as the luxury hotel of choice in Ireland. After hosting the wedding of celebrity couple Tang Yixin and Zhang Ruoyun, Adare Manor were looking to build on the momentum from the wedding to attract more visitors from mainland China.

The Solution:

Appt worked with Adare Manor’s business development and communications teams to create a Chinese digital strategy for the hotel, spanning website and social media in China.

Following the strategy creation, Appt developed a Chinese landing page similar in look and feel to Adare Manor’s European website.  The landing page, hosted inside China with a .cn domain, provided information about the hotel and led website visitors to the European site and booking system. Appt worked with Adare to collate and translate appropriate content. Appt then set up and verified Adare Manor’s WeChat and Weibo accounts. WeChat and Weibo are two of the most popular social media platforms in China.

Appt worked with Adare Manor on an ongoing basis, managing and growing the hotel’s Chinese social media presence. This working relationship continued throughout the COVID pandemic, when travel from mainland China to Europe was severely restricted, and focus shifted to increasing brand awareness in China.

In close collaboration with Adare Manor’s internal communications team Appt adapted, translated, and created content for their Chinese audience. The hotel also ran regular advertising campaigns on Weibo.