Live a
Little More



CLIENT
Toscana Resort castelfalfi


This project aimed to develop a successful communication campaign to promote brand awareness and increase online bookings of the new five-star hotel Il Castelfalfi inside Toscana Resort Castelfalfi.

PROPOSAL
We developed a new story to share. A story that would make Toscana Resort Castelfafli unique. 
Our digital campaign “Live a Little More” was born from the necessity of differentiation from the competitors by portraying in a whimsical way their approach of barefoot luxury. We decided after our research that it should be based mostly in digital platforms targeting international upscale Gen X and Baby Boomers customers.  




PHASE 1
DISCOVER


We started by analyzing our target (Gen X and Baby Boomers), our direct competitors (5-star hotels in Tuscany), and best practices (Four Seasons, Westin and Hermes). Which lead us to develop our main concept “Live a Little More”.


PHASE 2
STRATEGY


“Live a Little More” was born mainly from the desire of differentiating from the competitors by portraying in a whimsical way their approach of barefoot luxury: a high end hotel, yet approachable.


PHASE 3
DESIGN


The communication campaign  started with the launching of the brand video and advertisement through facebook and Instagram to generate a greater buzz. After a couple of weeks, we launched our one-year social media campaign and contest “#therightamount”. In order to highlight all of the activities showing that Castelfalfi has the right amount of everything you need to live a little more. We also thought about contacting customers through email and surprising them with some small details while enjoying their stay at Castelfalfi.  


PHASE 4
COMMUNICATION


We also planed to reach our target through Blogger Weekend with influencers with proven success in the Travel Industry who are talented content creators, and are well-suited to reach potential Castelfalfi guests.



















CREDITS

Tanya B. Gaffney
Lina Kasalova
Rebecca Ann Fabick
Carolina Poch
Rhiana Adele Wells

DOMUS ACADEMY WORKSHOP
2017


CAROLINA POCH, 2018