Challenge
Designing the identity and implementation of a hotel brand, in an area outside the usual tourist routes and flows.
Solution
As a strategic partner of the project, CANENERO has developed a brand narrative that has transformed Interno Marche into a real destination, thanks to a unique experience.
Services
Brand Building
Creative Strategy
Digital Strategy
Web Development
Social media
Growth Marketing
The project
Everything comes from a place, a time, a vision. The patron, humanist and entrepreneur Franco Moschini decides to recover and give new life to Villa Gabrielli in Tolentino, a treasure in the heart of the Marche region.
The villa, a former factory and symbol of the socio-economic development of the city in the last century, is renovated and transformed into a hotel that preserves its soul and returns it to the community.
Franco Moschini sits on his Vanity Fair inside Villa Gabrielli in a shot by Maurizio Galimberti, the symbolic image of the entire project.
The Concept
30 rooms, 30 designers. Interno Marche dedicates each room to an international designer who has collaborated with Franco Moschini and his companies. With exclusive furnishings and original works, each room is a true tribute to the creativity and vision of the great masters of design.
“The Designers' Hotelr” is the concept with which we have summarized and communicated the essence of the hotel, positioning it as a point of reference for design lovers.
The strategic approach
We have chosen the term Designtelling to “tell” about the strategic approach with which we have combined design and narration, with the aim of representing and involving people in new and fascinating experiences.
From the inspiration phase to the booking, up to the moment of the stay, we use the seductive language of design to create a connection between the destination and the people who experience it. Around the Interno Marche logo, designed at the beginning of the project by CountryLab studio, we have built the reference visual language for all touchpoints.
OUR CONTRIBUTION
Digital Strategy
The development time of our digital activities followed the understandably long ones of the restoration works of the building. Through progressive releases of the website, we explained the evolution of the project to stakeholders, the community, the reference sectors and the media.
Starting from an initial coaching phase, we supported and guided the client in the analysis of the scenario and in the definition of the product, to arrive at the sharing of a general medium-term strategy.
Once the launch was planned, the operational growth phase began, entrusted to a dedicated team, which followed the social media and growth marketing activities (ads campaigns, automations, funnelling and email marketing).
OUR CONTRIBUTION
Social Media
To present the hotel and its innovative concept, we dedicated the content strategy of Facebook and Instagram to the motto of its founder: “Bello, buono e ben fatto”. (Beautiful, good and well made).
These words by Franco Moschini guided the creation and implementation of social content. With beautiful we identified the style of the hotel, good is a host territory rich in local tradition, and well- made describes the creativity and design that make Interno Marche a unique place.
We thus addressed a highly sensitive target, design enthusiasts and professionals, but also tourists looking for new and unexpected experiences. A communication capable of intriguing, informing and inviting both the design lover and the traveller to discover.
OUR CONTRIBUTION
Website
The Interno Marche website aims to combine typical accommodation booking methods with high-impact interactive paths dedicated to design.
We achieved this result by activating a co-creation process between client managers and the agency teams. The idea-generation sessions allowed us to compare the various visions and perspectives, to then identify creative concepts and user experience solutions.
OUR CONTRIBUTION
Carlo De Mattia
Design management and artistic direction Interno Marche
Credits: videomaker Luca Giustozzi, photo Maurizio Galimberti
