Deliverables:
In order to increase awareness and expose the brand to a new audience, Jenny was invited to take her followers on a lavish Luxury Travel Book experience in Tuscany during which she documented everything about her beautiful Florentine apartment, including its charming interior details and breathtaking views. Jenny also stopped by a historic retreat in the Tuscan countryside for a special fashion shoot.
Over the period of two weeks, Jenny shared her experience in a series of in-feed posts and Instagram Stories, all helping to highlight TLTB’s exceptional locations, accommodation and attention to detail. Further exposure was achieved in the form of blog posts on the Margo & Me website, where Jenny expanded on her TLTB experience in her Under The Tuscan Sun and A Carefully Curated Florence City Guide entries.
A selection of this content was reposted and promoted across The Luxury Travel Book’s own social channels, resulting in a 5% increase in followers on Instagram.
In total, the project achieved a reach of 37k (significant for an ultra-luxe niche brand) and an engagement rate on Facebook of 8%—over double the long-run average. While the estimated reach of Jenny’s own posts was over 580k, and that’s on social media alone.
The objective of the campaign was to increase awareness and follows, but it also resulted in additional bookings.
Imagery courtesy of Jenny and Fred Cipoletti and The Luxury Travel Book.
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