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Star Ratings has been an internationally accredited symbol of quality accommodation for decades, but has shrunk in public awareness in a self-rated environment. Recognising the need to revitalise the credibility of the ratings standard the Australian Tourism Industry Council (ATIC) sought Strategy’s support in a 8-week digital campaign.

Strategy designed a social campaign to build brand preference, specifically on Facebook and Instagram, utilising Star Ratings branded assets. A Star Ratings Australia Facebook page was launched, and custom audiences created. Posts with accommodation/travel-specific content and imagery were designed to build brand engagement and drive website traffic, with paid promotions, giveaways and competitions as part of the mix.

Key Facebook & Instagram metrics show a campaign reach of over 500k. Future campaigns will be crafted to shift from engagement to building influence and consumer action.