Italian summer and a personal butler — what could be more exquisite?
To put the spotlight on the gems of its European portfolio and the rituals and service of the best address, the St. Regis created the Italian Butler Campaign.
A core component of the St. Regis experience, the St. Regis Butler Service offers anticipatory and personalized attention to guests at all the brand’s hotels and resorts. For the Italian Butler Campaign, the brand envisioned what such exquisite service could create in some of Italy’s most iconic destinations.
Overall, the goals of the St. Regis Italian Butler Destination Campaign were to:
The campaign features a video series highlighting a couple’s bespoke excursions, led by a St. Regis Butler at three Italian hotels: The St. Regis Rome, The St. Regis Venice, and The St. Regis Florence.
By blending exceptional moments — private boat rides in the Grand Canal, Tuscan villas, and perfect Roman palazzi — and iconic St. Regis rituals, like afternoon tea, Champagne sabrage, and the Bloody Mary, each video speaks to the aspirations of the luxury traveler through the lens of the brand’s motto of Live Exquisite.
The brand website was also expanded to include a new module devoted entirely to the St. Regis Butler experience in Italy. This addition gave insight and details into each of the itineraries included in the campaign, bringing the idea of an Italian escape with St. Regis to top of mind for visitors, and established a landing page for social media content and advertising. The new website pieces were featured in the St. Regis monthly MAU email newsletter, further extending the reach of the campaign.
Video assets ran across Instagram and Facebook, comprising an overview video touching on all three destinations, along with single city videos from Rome, Venice, and Florence.
Sharing the Italian Butler experience resonated with our audience, and led to a successful campaign. With 2.7M impressions, the campaign achieved strong reach for its spend, and a competitive VTR of 5.31% for video performance.
The MAU email delivery had a further reach of 2.3M, extending the visibility of the campaign and reaching a click percentage of 2.78%.
By crafting the Italian Butler Campaign, we were able to draw in the luxury traveler, showcasing some of our most iconic hotels with content that combines unforgettable locations, storied St. Regis rituals, and the service of the St. Regis Butler. The campaign drove awareness of our Italian hotels, and shared a point of view that unifies all the elements that define the Best Address — the most exquisite way to experience Italy.
