I developed and managed paid social campaigns for TRYP Newark by Wyndham and The Robert Treat Hotel, using Meta and TikTok to increase site traffic and brand awareness. The campaign included four distinct initiatives across the two properties, covering hotel stays, restaurant promotion, and wedding/event accommodations.

The goal was to generate meaningful traffic and awareness with a focused paid media budget, while ensuring each campaign spoke directly to its specific audience and offering. The strategy needed to balance efficient traffic generation with broad brand exposure across both platforms.

I created the campaign video assets and built a cross-platform paid social strategy tailored to each property and objective. I used distinct creative and messaging for the hotels, Dutch's restaurant, and wedding accommodations, then optimized the campaigns around traffic, engagement, reach, and efficient media delivery to identify what resonated most with each audience.