Live a
Little More
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.
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
Tanya B. Gaffney
Lina Kasalova
Rebecca Ann Fabick
Carolina Poch
Rhiana Adele Wells
DOMUS ACADEMY WORKSHOP
2017
CAROLINA POCH, 2018