The Venetian Grand Canal — an iconic piece of the Italian landscape.
From its Italianate Garden at the edge of this unforgettable location, The St. Regis Venice gives guests an exquisite view, and during the 2023 Venice Film Festival with Ginori 1735, it offered something even more.
An Italian design house focused on porcelain, Ginori 1735 made an ideal partner for St. Regis, with its elevated craftsmanship adding a new dimension to a hotel brand known for its exquisite events and exceptional spaces around the world.
With brand pop-ups and collaborations consistently popular across social media, the partnership with Ginori 1735 also offered an opportunity for St. Regis to boost its visibility and connect with next-gen luxury consumer — recent research has shown that Millenial and Gen Z consumers are 60% more likely to make purchases arising from collaboration between different artists and brands.
Goals:
Transformed by shades of blue and purple from Ginori 1735’s Oriente Italiano collection, The St. Regis Venice takeover offered a captivating new window into the St. Regis experience and the artistry of Ginori 1735.
Video and image carousels featured on Instagram, Instagram Stories, and Facebook revealed a perfect summer setting at the Best Address in Venice. Under custom-patterned shades beside the glittering canal, the style of Ginori 1735 and the glamour of St. Regis joined together in irresistible vignettes — tables by the water featuring elaborate porcelain, perfect views, and glasses raised in celebration, culminating in a special Venice Film Festival edition of the legendary St. Regis Midnight Supper—Spaghettata di Mezzanotte—when luminaries from the worlds of music, film, and fashion gathered to celebrate in the style established by the Astors in Gilded Age New York.
In addition to telling an appealing story on social media, the reimagined waterfront garden received attention in the press. Publications of note covering the transformation included Womens’ Wear Daily, Architecture Digest Italy, Harper’s Bazaar Italy, and Fashion Network.
For this campaign, primary KPIs were impressions, video thru plays (VTR) and cost per thousand impressions (CPM).
Principal social media coverage of the Ginori 1735 Garden at The St. Regis Venice included 11 posts across Instagram, Instagram Stories, X, and Facebook, achieving notable metrics of:
Reach for this campaign was considerable, delivering some very efficient CPM, including a strong $2.44 on Facebook image assets. Additionally, VTR across Facebook and Instagram was 9.72%, exceeding benchmarks.
Overall, the partnership between St. Regis and Ginori was a stylish success, managing an impressive feat — to make Venice views, St. Regis rituals, and inspired design even more exquisite, capturing the attention of the luxury traveler.
