Client: Torre dell’ Angelo, a small boutique luxury hotel
Location: Tuscany, Italy
Objective: Increase brand awareness and promote the local charm of Abruzzo through social media marketing
Challenge:
Torre dell’ Angelo, a hidden gem in Tuscany’s luxury hospitality scene, wanted to boost its online presence and attract more international and local guests. The key challenge was not only to showcase the unique offerings of the boutique hotel but also to spotlight the lesser-known beauty of Abruzzo, a neighboring region rich in culture and history.
Strategy:
To achieve this, I developed a comprehensive social media strategy aimed at visually narrating the charm of Torre dell’ Angelo and the surrounding region. The campaign’s main pillars were:
- Content Creation:
- Captured high-quality images and videos that showcased the elegance of the hotel’s architecture, its personalized services, and the stunning Tuscan landscape.
- Created content that celebrated the local culture, such as the culinary delights of Abruzzo, wine-tasting events, and guided tours of historic landmarks.
- Brand Storytelling:
- Leveraged Instagram and Facebook as the primary platforms to engage with the target audience. Posts focused on the intimate, luxurious experience of staying at Torre dell’ Angelo, highlighting the hotel as a place where modern luxury meets Italian heritage.
- I integrated storytelling that linked the luxury of the hotel with the natural beauty and cultural richness of the Abruzzo region, helping the audience feel connected to both the property and the locale.
- Hashtag Strategy & Geotagging:
- Used location-specific hashtags like #VisitTuscany, #LuxuryInItaly, and #DiscoverAbruzzo to expand the hotel’s reach.
- Geotagging the hotel’s location and nearby landmarks in posts helped potential visitors visualize their stay and explore the surrounding area.
- Community Engagement & Local Awareness:
- Engaged with local tourism boards, influencers, and other small businesses to create a sense of community.
- Promoted Abruzzo’s attractions, from its vineyards and medieval villages to its rich historical sites, intertwining the region’s identity with the hotel’s brand.
Results:
- Increase in Brand Awareness: The campaign significantly boosted Torre dell’ Angelo’s online visibility, growing its social media following by 30% within six months.
- Higher Engagement: Social media interactions increased by 40%, with posts about Abruzzo’s hidden gems drawing particular interest.
- Direct Bookings: There was a noticeable rise in direct inquiries and bookings through social media, as guests became more aware of the hotel’s offerings and its connection to the Abruzzo region.
Through this integrated social media marketing campaign, Torre dell’ Angelo was able to position itself as a luxurious, culturally immersive destination, attracting discerning travelers interested in both Italian luxury and authentic regional experiences.
