Seasonal Social Media Strategy
Merla Media developed a seasonally adaptive social media strategy that kept Hotel Adeline top-of-mind year-round, engaging diverse audiences through tailored storytelling and dynamic visual content.
Hotel Adeline needed to maintain consistent engagement and occupancy across dramatically different seasonal travel patterns. The challenge was to create content that resonated with both local leisure guests and out-of-town business travelers while preserving a cohesive brand identity and highlighting the hotel’s multifaceted experiences.
Merla Media manages the ongoing social media strategy for Hotel Adeline, a boutique lifestyle hotel known for its vibrant atmosphere and iconic pool scene. Our approach centers on seasonal storytelling—shifting themes and visual direction throughout the year while ensuring the brand’s upbeat, energetic identity remains strong across all platforms.
During the summer months, we focused on attracting couples and local weekend travelers by highlighting Hotel Adeline’s dynamic pool parties, DJ events, and handcrafted cocktails. Through bright, high-energy photography and video content, we positioned the property as a must-visit destination for fun, relaxation, and social connection during Scottsdale’s slower season.
As temperatures cooled into fall and winter, our strategy evolved to target business travelers and guests seeking a cozier experience. We incorporated warm autumn palettes, inviting restaurant moments, and relaxed speakeasy scenes from Selfmade and Straight Up, showcasing the hotel’s versatility as both a social retreat and a work-friendly escape. This seasonal content shift helped sustain engagement, support occupancy, and reinforce Hotel Adeline’s reputation as a flexible, year-round destination.
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Scottsdale, AZ
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