CastaDiva
Challenge
The goal was to introduce and publicize CastaDiva and position it as a relaxed yet sophisticated getaway to both local and national audiences.
The ultimate goal was earning media interest and coverage for the restaurant and f&b department. The client requirements were to relaunch and promote the restaurant, but also the Executive Chef’s style.
Tactics
When we started to plan our strategy for CastaDiva, we first identified an high spending target, focusing our efforts on the Northern Italy area, especially on the city of Milan and Como (proximity markets). Then we selected the most important magazines and publications and, for the digital strategy, we identified some bloggers and influencers in target with the structure.
The communication strategy was divided into two parts: one part focused on the structure, building a storytelling link to the services offered by the resort, such as the Spa, the convention center, and the exclusive services. The other part has been entirely dedicated to promoting the restaurant and the Executive Chef, this part has become the central point of communication during the year and has not been limited to media coverage and to press trips, but also to the promotion of events through reserved invitations dedicated to journalists and to bloggers and influencers.
Among the promotional initiatives we have developed and promoted a participation of the Executive Chef at the Taste of Milan (one of the most followed food events) and then at the Taste on Top, an exclusive event with complete kitchen takeover.
Analytics & Results
January-June 2018
Impressions – 48.047.574
AVE- € 234.955,80
To launch our communication campaign, we decided to start working on the lifestyle cutting head with a high audience. Then we started a campaign dedicated to the promotion of the restaurant and the Chef. This has made us focus on the newspapers dedicated to the world of food, but always choosing a high cut.
Thanks also to a series of individual and group press trips, we were able to promote the resort by involving the major national newspapers.
