Our work
Grand Hotel Villa Serbelloni: historic luxury
Lake Como is known for its abundance of luxury hotels, and in such a crowded market, Grand Hotel Villa Serbelloni, one of the most historic hotels on the Lake, was losing Share of Voice to newer, sexier properties catering to younger demographics. With journalists being inundated with press trip invites from other hotels in the area, Diffusion PR had to pivot from the typical press trip driven PR strategy and focus the PR campaign on bringing the glamour and history of the property to life through creative storytelling.
Insight & Idea
Diffusion PR launched a campaign designed to create a robust news engine for the hotel by creating compelling content that leaned into profile opportunities around the property’s Michelin-starred chef, historic architecture, unique design, and priceless art and décor. The team worked closely with the client to package unique upscale experiences together to entice travelers to visit and host journalists with unmatched experiences. The team also sustained coverage by tapping into cultural phenoms with ties to Lake Como including the release of House of Gucci and local celebrity weddings.
Impact & Action
Consistent media coverage helped Grand Hotel Villa Serbelloni build share of voice amongst its competitors and highlighted the hotel’s key differentiators. The campaign set the stage perfectly for the hotel’s 150th anniversary celebration, which included feature coverage in top-tier publications like MAXIM, Robb Report, Conde Nast Traveler and more.
In addition to scoring feature coverage in top-tier travel, design, lifestyle and food publications, the buzz set up Grand Hotel Villa Serbelloni to subsequently be named a Top 100 hotel by Travel + Leisure in 2022, 2023 and 2024.
The Metrics
