Giving The Gold Hotel The Midas Touch.
A truly successful campaign goes well beyond just really good content. The best organic impact a brand can have online comes not just from one well crafted piece of content, but a collection of curated pieces that work together, independently. Let me introduce you to The Gold Hotel: a boutique three star family run property on the Ligurian coast of Italy. When they came to me to do a short film about the property I knew I could do so much more for them. Instead of just focusing on one main piece that could get lost in the travel noise of the internet, I decided to do a multi-armed campaign that would naturally create a fortified presence online and guarantee the absolute best ROI through steel trap SEO.
The process is relatively simple; I would be capturing the moments and places that make this vacation destination special, but instead of making just one film for the hotel, I would make a series for various companies and attractions in the town. All the extra locations and activities were happy to host us, since they would be getting free media from me, and the Gold Hotel’s budget was even more justified, as it would now include so much more than just a property video. Editing these additional pieces into individual films would take a minimal amount of extra time since I was shooting and editing, I already knew what I had in the can, a benefit only a director/editor can claim. The result is a series of well placed films online that build off each other that trigger the right searchable mechanisms to guarantee top results in search engines, and some very happy clients in the process.
Another added benefit I offer with travel campaigns is that I have been a travel writer for Get Lost Magazine for over a decade. Add on the fact that I’m a senior contributor to Trip Advisor and run my own YouTube travel channel, I can organically place media in places marketing is normally not welcome. By letting all these pieces work independently together online you create a very strong connection that increases visibility to the max. This is to me, the gold standard of good marketing.
