The challenge
Casa Martini, in conjunction with Terrazza Martini Pessione, is a part of the Bacardi Brand Homes, the beating heart of the brand, where one can truly immerse in its values and engage in unique brand experiences.
Casa Martini is the place where it all began, the "home" from which Alessandro Martini and Luigi Rossi built a genuine "empire" grounded in a commitment to quality, people, with a global perspective, and a clear vision of what would later become Martini & Rossi. Today, as Martini & Rossi celebrates its remarkable 160 years of history and global success, Casa Martini has transformed from a place of life and work into a production hub. It has also become a sought-after destination for a very distinctive form of experiential tourism.
An exclusive and authentic experience in Turin: a tour and immersion all in a single day. A unique and niche discovery opportunity just 20 minutes away from the city by train, offering a sustainable and unforgettable experience.
The goal was to build awareness, interest and engagement around available experiences and products offered at Casa Martini in Pessione.
The strategy
To celebrate its 160 years of history, Casa Martini opened its house in Pessione, hosting a team of 5 micro influencers and 3 bloggers to experience the brand's history and offerings. These experiences are available to tourists and enthusiasts starting from July 2023.
The campaign's goal was to showcase the 5 experiences available to the public through the influencer and blogger team, creating engaging storytelling that encourages the audience to take action.
The solution
Casa Martini's awareness campaign set out to introduce its experiences to a local audience. The strategy was to engage travel creators with a local following, letting them live the experience and communicate the full offer. This choice was driven by the objective of assessing the product's alignment with:
- The travel creator niche.
- The individual influencers' audiences.
- The audience within the geographical area of Piedmont.
Roundabout's work was to:
- verify the performance and demographic data of the creators, to pick the most relevant ones locally;
- manage creator relationships, offline experiences and publications;
- track the results, with an overview of the profiles that performed best.
The results
Impressions and saves beat the benchmark average: the campaign reached almost 400,000 impressions and more than 1,100 saves with the five creators involved.
Saves matter most here, because the campaign asked people to plan a visit and ran in a pre-holiday period: they point to real interest in the experiences.
