Caroli Hotel chain
User-generated content and event integration
The cross-promotional content strategy developed for the Caroli’s hotel chain aims to integrate user-generated content into the digital strategy, whilst maximising the return on investment from hosting and sponsoring past and current events.
The initial step of this strategy involved designing an event website to encourage attendees to share their experiences and foster brand loyalty. By leveraging the authenticity, cost-effectiveness, and community-building aspects of user-generated content (UGC), the strategy enables the hotel chain to directly engage with the target audience.
The Caroli Hotel Chain, active since 1966 in Salento, Apulia, offers seaside and city accommodations in Gallipoli and Santa Maria di Leuca.
Known for their exceptional locations, such as the Ecoresort Le Sirenè, nestled in a tranquil bay with a private pine plantation, and golden beaches, the hotels have actively sponsored and hosted events, including the Lancia Martini Racing Experience and the prestigious annual workshop "Intersezioni nel Salento.
These initiatives are part of their marketing promotion and commitment to blending local culture and history with their hospitality.
The Client
The challenge
In 2023, in partnership with the renowned Architect Vallone, Caroli Hotels embarked on a journey into digital marketing to widen their reach. The initial move in this strategy was the construction of the “Intersezioni nel Salento” event website, aimed at boosting attendee engagement. This unique event draws architects, artists, and technology experts to Apulia, offering a week-long immersion into the local culture and an opportunity for collaborative architectural projects.
Strategy development
Target Market Research: Conducted to pinpoint the event's ideal audience.
Established digital Strategy & Website design objectives.
Included sections of past workshop to demonstrate the hotel chain’s longstanding commitment to cultural and architectural excellence.
Sent personalised invitations to architects and designers to foster a sense of exclusivity and community.
Designed the event website as a collaboration platform to encourage international partnerships and enhance visibility.
Ongoing strategy focusing on gathering participants’ feedback and website performance metrics.
Building trust, fostering community
Launching a UGC Journey
The"Intersezioni nel Salento"Website
The event website 'Intersezioni nel Salento' showcases past projects produced by architects and designers who were personally invited to participate in the annual event, encouraging attendees to share their experiences on the event website.
The objective is not only to maximise the reach and exposure of the event but also to diversify the content associated with the brand. This strategy taps into the vast creative potential of user-generated content, resulting in a more engaging and varied portrayal of the hotel chain.
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Maximising engagement:
A user-generated content strategy
UGC is celebrated for its authenticity, ability to foster brand loyalty, and serve as a powerful form of social proof. It's highly personal and resonates well with audiences because it showcases real experiences from customers themselves, which is far more relatable than traditional marketing content.
UCG a cost-effective solution
Moreover, integrating UGC into the marketing efforts offers a cost-effective solution to enhance the online presence. It sidesteps the substantial costs associated with influencer marketing, instead using content that guests are often willing to create and share for free.
This approach not only reduces marketing expenses but also scales your content creation efforts efficiently.
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Fostering a sense of community
It is proven that UGC fosters a sense of community around the brand.
When guests share their content, they're not just promoting the hotel; they're also connecting with others over shared experiences. This sense of belonging can enhance guest loyalty and encourage repeat visits.
Real stories and authenticity
Featuring real stories and experiences on the event website can significantly boost brand trust and loyalty.
Consumers tend to trust UGC more than brand-created content because it reflects unbiased and genuine experiences. This trust is crucial in a digital landscape where authenticity is highly valued.
UGC also provides excellent social proof, demonstrating to potential guests the positive experiences others have had, thereby influencing their booking decisions.
Let’s talk
Tap into the authentic, cost-effective, and community-building power of User Generated Content (UCG).
Design an event website and a UCG strategy that captures and showcases the unique experiences of your guests.
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Serena Ferrari
Mob. +70484358950
Hello@serenaferari.co.uk
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Gianfranco Quaranta - Managing Director
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