The Hollywood Roosevelt
Famously tied to the Golden Age of Hollywood, The Roosevelt Hotel is one of Los Angeles’ oldest and most storied establishments, with roots dating back to 1927. To help the hotel appeal to a more progressive luxury market, I executed a refreshed content and social media strategy that shifted its perception from a nostalgic, vintage tourist stop to a modern, iconic destination for entertainment and hospitality.
The aim was to elevate its legacy through contemporary storytelling, positioning The Roosevelt as both culturally relevant and commercially compelling.
Scope /
BRAND STRATEGY
CONTENT
Social media
BRAND & influencer partnerships
AGENCY /
THE DFM
The repositioning strategy centred on modernising the hotel’s social media presence while preserving the romantic charm of its vintage identity. This included updating all graphic design, iconography, and lifestyle photography using minimalistic illustrations, a refined gold-and-black colour palette, and a blend of relatable lifestyle content with live coverage from the hotel’s high-profile events and award-season programming.
Supported by a warm, approachable tone of voice, the content became more interactive through regular event itineraries, trivia, competitions, and giveaways — inviting the community to engage directly with the hotel. Following the creative overhaul, the platform evolved into a sought-after destination for top-tier social collaborations and formal partnerships with brands and organisations such as E! News, The Oscars, The Academy, MTV, Netflix, American Idol, and Discover LA.
Content role /
creative direction
producing
live event content photography
To attract a community of creatives, film and television industry leaders, culinary enthusiasts, and travel tastemakers, we introduced an influencer and celebrity partnership program. We collaborated with digital talent to create content showcasing the hotel’s amenities and events, while custom accommodation partnerships were facilitated for high-profile guests such as Audrina Patridge, John Legend, Lionel Richie, Katy Perry, Justin Bieber, and Kristin Cavallari — all of which were amplified across social media to drive visibility.
Across six months, I increased the brand’s social media following by 40% and cultivated an engaged ecosystem that generated, on average, more than 200 user-generated content tags per month on Instagram.
OVERALL RESULTS /
40% INCREASE IN SOCIAL MEDIA GROWTH ACROSS INSTAGRAM, FACEBOOK, & TWITTER over 6 months
5M+ cross-platform impressions over 6 months
28M+ REACH FROM INFLUENCER PARTNERSHIPS over 6 months
200+ AvERAGE user-generated content tags per month
