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Moxy Virginia Beach is part of Marriott’s Moxy Hotels collection – a spirited and stylish hotel brand designed for the young and the young at heart.
Grand Opening and Social Presence Launch
Timeline: Pre-Opening through October 10, 2023
When Moxy Virginia Beach Oceanfront was preparing to make its debut on the boardwalk, O’Brien et al. Advertising was brought in from day one to craft, launch, and manage the hotel’s social media presence. From launching their social channels to building community engagement, we set the tone for the hotel’s personality: unapologetically bold, playful, and local-forward.
This included both the main hotel and its signature restaurant concept, Belvedere South.
Brand Strategy Going up?
Brand Voice & Visual Identity
We established a fresh, rebellious tone of voice and visual language that aligned with Moxy’s global brand—but made it unmistakably Virginia Beach. Think: vibrant color palettes, cheeky captions, lifestyle-driven photography, and content that highlighted both the quirky and elevated elements of the hotel and its beachside location.
Social Media Management Going up?
Platform Launch
We launched and managed four key social channels:
- Instagram: @moxyvb
- Facebook: MoxyVB
- LinkedIn: Moxy Virginia Beach Oceanfront
- Instagram: @belvederesouthvb
We developed platform-specific strategies to speak directly to Moxy’s target audiences: young travelers, local creatives, hospitality enthusiasts, and experience-seekers.
Pre-Opening to Grand Opening
Leading up to the grand opening, we built anticipation with sneak peeks, behind-the-scenes stories, countdowns, and staff features. This content helped build a loyal following and got the local community excited before doors even opened.
Restaurant-Specific Strategy – Belvedere South
For Belvedere South, located inside Moxy VB, we developed a parallel but distinct identity that reflected its elevated menu, cocktail culture, and boardwalk views. The account highlighted food photography, chef and mixologist features, seasonal offerings, and local partnerships.
Content Creation & Strategy
- Regular content shoots with photography and short-form video tailored to each
platform - Curated reels and trending audio to drive organic reach
- Community management and engagement strategies
- Cross-promotion with local influencers and tourism partners
Results at a Glance
(As of October 10, 2023)
MoxyVB Instagram
Within 4 months of opening
Posts regularly exceeding high engagement rate for a new hospitality account
Leveraging trending audio and playful visuals
Belvedere South Instagram
Local foodies, hotel guests, and event-goers looking for boardwalk dining experiences
For future campaigns like brunch promos, live music nights, and seasonal menus
Facebook & LinkedIn
Facebook served as a strong platform for community events and grand opening buzz
LinkedIn positioned the hotel as a place of innovation and opportunity in the local hospitality space, with employee spotlights and updates on property milestones
Why It Worked
By combining strong visual storytelling, brand-consistent messaging, and a hyper-local strategy, we didn’t just announce a hotel—we introduced a new personality to the Virginia Beach scene. Our collaborative approach with the Moxy team ensured we captured the spirit of the brand while speaking directly to the community. From concept to cocktails, soft openings to sold-out weekends—O’Brien et al. Advertising was proud to help shape the voice and vibe of Moxy VB and Belvedere South.
Local Influencer Connections
We collaborated with local influencers to spark an authentic launch buzz for Moxy Virginia Beach Oceanfront. From exclusive behind-the-scenes sneak peeks to oceanfront live reels, their captivating content drove thousands of views, generated real-time engagement, and positioned Moxy as the must-stay destination. We even partnered on exclusive giveaways—offering followers chances to win staycations and branded merch—which amplified reach and excitement. The result? A wave of brand awareness and on-property buzz that put Moxy Virginia Beach Oceanfront on every traveler’s radar.
Digital Design + Digital Marketing Going up?
Display Ads
Social Posts
Print & Graphic Design Going up?
Banners at Pharrell Williams’ Something in the Water Festival 2022
Photography Going up?
