Everything going out on @willandtate_thehague this month in one place: the plan, how the profile will look, every post with its caption and every story, day by day. Tap any day in the calendar to see exactly what goes up.
1See the strategy and how the feed changes
2Open each post like it will look on Instagram
3Approve it, or tell me what to change
11feed posts and reels
68stories, 4 to 30 Nov
3pinned posts
6highlights
01Strategy
From busy to calm.
When we sat down on 2 November, the feedback was clear: the content is good, but the feed feels chaotic. You land on it and don't quite get what Will & Tate is. The goal for November is a feed that feels like the building: aesthetic, relaxed, everything under control.
Where we start
Good content, no system
Lots of formats and fonts, events next to rooms next to staff, and no posts pinned to explain the place.
Where we're going
One look, four topics
One type system in the brand colours, real photos only, three pinned posts that answer "what is this place?" and a steady rhythm of two posts a week.
Four topics, perfectly balanced
Feed posts in November, by topic.
The place
3
Rooms
2
The Hague
3
Bar & events
3
The month at a glance
Every feed post from 5 to 27 November. Hover a dot to see it, tap it to open the post.
Set up the profileBrasil ExpressThe Hague & December
02Before / after
The feed, before and after.
Left is the profile today, right is how the top of the grid looks at the end of November. Flip between them.
4 highlights: Citystay, Travelers, The Hague, Events→6 highlights: rooms, beds, spaces, The Hague, events, groups
A long bio cut off after two lines→Bio that says what we are in the first line
No pinned posts→3 pinned: private rooms, common spaces, shared rooms
A different style on every post→One type system, cream and coral, real photos
Today
willandtate_thehague
Will & Tate | The Hague | Citystay
If you need a room for you and the fam or just a bed to crawl in after seeing your favorite band in Het Paard, we got... more
CITYSTAY
TRAVELERS
THE HAGUE
EVENTS
End of November
willandtate_thehague
Will & Tate City Stay
Your city stay in The Hague 🗝️
Private rooms, pods & dorms · Bar Before
Work space · cinema · shared kitchen
Book direct 👇
Somebody landing on the profile for the first time should understand Will & Tate in five seconds: a city stay with private and shared rooms under one roof, and a bar where everyone meets. So the first week sets up the profile, and from there the month rotates between rooms, The Hague, and the bar, with the Brasil Express night on 14 November as the big moment.
01The place
Topic 01
The place
What Will & Tate is, who it's for and what's included. Lives in the welcome post and the pinned posts.
02Rooms
Topic 02
Rooms
All 15 private rooms in stories on Monday 9, all 10 shared rooms on Monday 16, each set with its own cover.
03The Hague
Topic 03
The Hague
What's on, what's walkable and what to do when it rains. Reasons to book a trip, not just a bed.
04Bar & events
Topic 04
Bar & events
Bar Before, the cocktails and the live music night, with the build-up before and the recap after.
How the month runs
5 to 10 Nov
Set up the profile
Brasil Express opens the feed on the 5th. Then the welcome post, a new bio, highlight covers and the three pinned carousels: private rooms, shared rooms and a day in the common spaces.
9 to 15 Nov
Brasil Express
Poster, announcement reel, an animated story, a story with the link to join, tonight's countdown and the recap.
12 to 30 Nov
The Hague and December
Room of the week, the rainy day guide, my day-in-The-Hague reel, the December events with our holiday break, our drinks and Cowork in The Hague.
The weekly story rhythm
Tap a day, or let it play like stories.
Monday
A quiet moment in the building
Sticker
Question box
Saved to
No
Tuesday
Post day: a teaser and a two-photo poll on the post's topic
Sticker
Poll
Saved to
No
Wednesday
Things you can walk to, the series you already have
Sticker
Location
Saved to
The Hague
Thursday
Cocktail Spotlight
Sticker
Poll
Saved to
Spaces
Friday and Saturday
The Hague this weekend
Sticker
Location
Saved to
The Hague
Sunday
Sunday film club, or guest reposts with permission
Sticker
Poll / mention
Saved to
Spaces
Post days
A teaser and a poll, quiz or slider on the topic of that day's post. The post itself is not reshared
Sticker
Poll / quiz / slider
Saved to
No
Mon 9 and Mon 16
All private rooms, then all shared rooms, each set with a cover
Sticker
Link: Book this room
Saved to
Will's rooms / Tate's beds
Two visual systems
Every day
Will & Tate
Cream, coral and lots of air. Matrix II Semi Narrow titles in capitals with a coral accent, Karla for text, hand-drawn illustrations and real photos only.
Brasil Express
The event
Its own poster language for the night: worn condensed type, paper texture, a green ticker and the coral date bar.
House rules
01
Real, not stock
Everything is shot at Will & Tate by me or the team. No stock photos.
02
No owners on camera
The content is about the place and the guests. Guests only appear with their permission.
03
Nothing invented
No prices, reviews or events we haven't confirmed. Anything in [brackets] is still to confirm.
04Profile
willandtate_thehague
11 new posts in November
Will & Tate City StayYour city stay in The Hague 🗝️
Private rooms, pods & dorms · Bar Before
Work space · cinema · shared kitchen
Book direct 👇
Will's rooms
Tate's beds
Spaces
The Hague
Events
Groups
The profile, end of November.
This is how the grid looks once the month is out. The pinned posts answer the first questions: where can I sleep, and what is a day here like. Below them, the feed alternates coral, cream and photo covers so no two neighbours look the same.
Pinned
Private rooms · Common spaces · Shared rooms
The two room covers share one design and Common spaces sits between them as the warm, human one, so the top row reads as a set. Pin Shared rooms first, then Common spaces, then Private rooms: Instagram shows the last pin on the left.
New bio
Under 150 characters
Says what the place is in the first line, then the three things people ask about: rooms, the bar and what's included. To approve.
Highlights
Will's roomsThe 15 private roomsAll posted on Mon 9 Nov, with a cover
Tate's bedsThe 10 dormsAll posted on Mon 16 Nov, with a cover
SpacesBar Before, cinema, kitchen, work spaceCocktail Spotlight and movie nights
The HagueThings you can walk to and tipsThe series, This weekend, Sint Maarten, Sinterklaas
EventsBrasil ExpressSave the date, reel, animated story, link, tonight and recap
GroupsGroups up to 110Capacity, apartments and contact email
05Calendar
The calendar.
One coloured dot per story. Tap a day to see its post and its stories.
RoomsYour turnLife at Will & TateThings you can walk toCocktail SpotlightThe Hague this weekendMovie nightThe HagueBrasil Express
Mon
Tue
Wed
Thu
Fri
Sat
Sun
Your key to The HagueCity stayOne roofYour key to The HagueCity stayOne roofYour key to The HagueCity stayOne roofYour key to The HagueCity stayOne roofYour key to The HagueCity stayOne roof
06Posts
Every post.
In publishing order, with the slides, the caption and anything that still needs confirming.
Thu 5 Nov
Brasil Express
Post · 4:5 poster · Bar & eventsready
Brasil Express is coming to Will & Tate! 🇧🇷
On Saturday 14 November we're turning the night Brazilian. Brasil Express plays live samba jazz from 20:00, presented together with our friends from Batuque Capoeira Holland.
Bring your friends, bring your dancing shoes, and leave the rest to the band.
📅 Saturday 14 November
🕗 From 20:00
📍 Bar Before, Will & Tate City Stay, The Hague
🎟️ [free entry or price]
Tag the friend who's always first on the dance floor 💃
#BrasilExpress #SambaJazz #LiveMusicTheHague #DenHaag #WillAndTate
To confirm: Free or paid entry; Instagram handles of the band and Batuque to tag
Fri 6 Nov
Private rooms (Will's side)
Carousel · 17 slides · Rooms · pinnedready
Will's side of Will & Tate: 15 private rooms, and no two look the same.
Suites, doubles, twins and an apartment for 4, all just before the centre of The Hague. Swipe, pick your favourite and book direct through the link in our bio.
#TheHague #DenHaag #BoutiqueHotel #HotelTheHague #VisitTheHague
To confirm: Confirm the 2024 catalogue details (Niek)
Sat 7 Nov
Welcome to Will & Tate
Carousel · 7 slides · The placeready
Welcome to Will & Tate City Stay: private rooms and shared rooms under one roof, just before the centre of The Hague.
Private rooms or a bed in a shared room. A work space for your laptop and Bar Before for when the laptop closes. Plus a private cinema and a shared kitchen, included in every stay.
New here? Save this post and find your room through the link in our bio.
#TheHague #DenHaag #HostelTheHague #HotelTheHague #VisitTheHague
Sun 8 Nov
Shared rooms (Tate's side)
Carousel · 12 slides · Rooms · pinnedready
Tate's side: pods, bunks and female-only dorms, for the ones who came to meet people.
10 shared rooms, one bar downstairs and The Hague right outside. Find your bed through the link in our bio.
#TheHague #DenHaag #HostelTheHague #HostelLife #VisitTheHague
To confirm: Confirm the 2024 catalogue details (Niek)
Tue 10 Nov
Common spaces: a day at Will & Tate
Carousel · 7 slides · The place · pinnedready
A full day without leaving the building (we won't judge).
Morning coffee, emails at the work table, your own lunch in the shared kitchen, a film in our private cinema and a drink at Bar Before. All included in every stay, and The Hague is right outside the door.
Hotel and hostel in The Hague city centre. Link in bio.
#TheHague #DenHaag #HostelLife #CityStay #VisitTheHague
To confirm: Pick the kitchen photo
Tue 17 Nov
Rainy day in The Hague
Carousel or reel (two options) · The Hagueready
November in The Hague: early sunsets and a bit of rain ☔ Here's our rainy day plan: a covered arcade from 1885, coffee at Bar Before, a film in our private cinema, board games, the lobby sofas and something warm from the shared kitchen.
Save it for your trip and tell us your favourite rainy day plan.
#TheHague #DenHaag #RainyDay #ThingsToDoInTheHague #VisitTheHague
To confirm: Check opening hours before posting
Wed 18 Nov
Brasil Express: the recap
Reel · Bar & eventsafter the event
Last Saturday Brasil Express turned Bar Before into a samba night 🇧🇷 Thank you to everyone who came, danced and filmed.
Spot yourself? Tag a friend who was there.
#BrasilExpress #SambaJazz #LiveMusicTheHague #DenHaag #WillAndTate
To confirm: Footage of the night: guests send their videos, or the volunteer photographer films it (check with Leandro)
Thu 19 Nov
A day in The Hague
Reel · collab · The Hagueto film
I'm spending November living in a hotel in The Hague. Here's a day: coffee at Bar Before, a few hours of work, a walk to the Grote Markt and back to the bar at night.
#TheHague #DenHaag #VisitTheHague #DayInMyLife #WillAndTate
To confirm: Niek ok for the collab post
Fri 20 Nov
What's on in The Hague this December
Carousel · 7 slides · The Hagueready
December in The Hague, week by week ✨ Christmas markets, ice skating by the sea and two circuses. Save it for your winter trip.
One more thing: we're closed from 24 December to 1 January for our holiday break, and back open on 2 January. See you in the new year!
#TheHague #DenHaag #DecemberInTheHague #ChristmasMarket #VisitTheHague
To confirm: Confirm reopening day after the break
Tue 24 Nov
Our drinks, decoded
Carousel · 7 slides · Bar & eventsready
Meet the drinks behind Bar Before, and what's in them 🍸
An espresso martini, a proper gin & tonic, local beers on tap, a glass of wine or a flat white to start the day. Save this for your next night out.
Which one are you ordering?
#BarBefore #DenHaag #TheHague #Cocktails #WillAndTate
To confirm: Check the drinks and ingredients with Leandro (taken from the bar menus in the photos)
Fri 27 Nov
Cowork in The Hague
Carousel · 7 slides · The placeready
Out of office, cowork in The Hague ✉️
This month my desk is at Will & Tate. You can work here too. Coffee refills downstairs, a desk with a view, calls from the lobby sofa and a drink at Bar Before when I log off.
Slower replies, better coffee. Would you work from here?
#WillAndTate #TheHague #DenHaag #RemoteWork #WorkFromAnywhere
To confirm: The woman in the lobby photo needs to be OK with appearing in this post
07Stories
Every story.
Day by day. On post days the stories don't repost the post: they pick up its topic with a teaser and a poll, quiz or slider, so people answer instead of just tapping through. The stickers you see are added in the Instagram app.
Tap a post to open it the way it will look on Instagram, then approve it or write what you'd like changed. I'll pick up your notes and update the post before it goes out.
0of 11 approved
09To confirm
How we approve.
Posts go to Niek in batches, at least a day before they're published.
Send
What
Goes up
Wed 4
Brasil Express poster and reel, the event stories
5 to 14 Nov
Thu 5
Private rooms, Welcome, Shared rooms, Common spaces, the bio and the highlight covers
6 to 10 Nov
Tue 10
Room of the week: The Concrete
12 Nov
Fri 13
Rainy day, A day in The Hague and December
17 to 20 Nov
Fri 20
Our drinks, decoded and Cowork in The Hague
24 and 27 Nov
Daily stories follow the formats approved in the first batch and go up directly, unless you'd rather see each one.
Still to confirm.
Instagram access
Brasil Express: free or paid entry, and the band's and Batuque's Instagram handles
Where the link in the event story goes
Room details from the 2024 catalogue, and a Mews booking link per room
Ok to post the 19 Nov reel as a collab with @meligerminario
Guest permission for Life at Will & Tate and reposts
The cocktails for the carousel and for each Cocktail Spotlight (Leandro)
The drinks and ingredients in Our drinks, decoded (Leandro)
Reopening day after the holiday break (2 or 3 January)
Events for The Hague this weekend on 20, 21 and 27 Nov
Times for Sinterklaas' arrival and December dates
Any Black Friday or winter offer
Christmas decorations at the end of the month, for December photos
CITYSTAY
TRAVELERS
THE HAGUE
EVENTS
Will's rooms
Tate's beds
Spaces
The Hague
Events
Groups
