Travel & Lifestyle Illustrations
Custom made illustration for Villa Carollina to communicate the change of their business model
During the pandemic, travel and hospitality businesses had a lot of time to rethink their business model and prepare for their big comeback when the world started opening slowly again.
Villa Carolina is family-owned B&B located in Sorrento, Italy, who used that time well. They decided to change their business model and go from being a B&B to private villa.
Our mission was to create an artwork that will help them communicate that change to their followers on social media, mainly Instagram.
What we did:
- Marketing consultation
- Custom made illustration
We created an illustration that is capturing the feel of the villa but also attracting the attention of the viewers so we could prevent from their followers just scrolling past it.
We also gave a consultation on how to communicate this change to their audience.
Shortly after posting the artwork on Instagram together with an explanation of their new business model, the post has received positive reaction, high engagement, and even a booking inquiry!
When travel restrictions started to ease in the second year of the pandemic, the hospitality business still needed to have alternative solution on how to keep their businesses up and running while still respecting all the rules. Villa Carolina was a B&B offering four rooms for booking, but that meant that travellers would mix with each other, which at the time was a threat to their health. So they came up to the solution to start offering their luxury B&B as a private villa, so that bigger families or group of friends from the same bubble could book it for their vacation.
But they needed to effectively communicate that change to their audience, mostly to their following on Instagram, which is their primary digital marketing channel.
Up until that point, their feed was consistent of photos of the villa and the surroundings. So they needed something new to grab the attention and stop the scroll so the people actually engage with the post. And that’s where we came to help.
Behind the scenes:
Firstly, we talked witht the owners of the villa to understand their point of view, why they are changing their business model, and their inputs of what they want to communicate.
After receiving their inputs, we created the illustration that is different enough to gran the attention, but still aligned with their brand and visual identity. We also gave a consultation on how to communicate the change of the business model to their audience in a way they will understand, and how to showcase why that change is good for travellers on other marketing channels they use, such as website and email marketing.
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