Bvlgari hotels: an IMC plan

10.04.2017
Integrated Marketing Communications in a Digital and Global World
Lecturer: David Taylor
Word count: 6409
Word count excluding references and figures: 4570
Sabiha Alam W 158612581
Sofya Fominova W 162176691
Luisa Krain W 161375291
Sofya Kravchenkow W 160816171
Xuanyi Liu W 161389841

Table of Contents
1. Background .................................................................................................................................. 1
1.1. The Company and the Brand.....................................................................................1
1.1.1. Overview (The brand’s sector) ...............................................................................1
1.1.2. STP Analysis..........................................................................................................4
1.1.3. The Product Life Cycle...........................................................................................6
1.1.4. The Brand Aura of Bulgari Hotels ..........................................................................7
1.1.5. Specify your budget to get the job done.................................................................7
1.2 The Market....................................................................................................................8
1.2.1. Market segments and sector growth, trends ..........................................................8
1.2.2. Consumer buying behaviour within the market ......................................................8
2. SWOT Analysis ............................................................................................................................ 9
3. The Competition ...................................................................................................................... 10
4. The Challenge ........................................................................................................................... 11
4.1 Challenges and opportunities ..................................................................................11
4.2. Where do we want to be? What do we want to improve?.....................................12
5. Sales Objectives ....................................................................................................................... 12
6. Marketing Objectives ............................................................................................................. 12
7. Marketing Communication Objectives: ........................................................................... 12
8. Marketing Communication as a tool to achieve the objectives ............................... 12
9. Development of Bulgari Hotels marketing communication strategy .................... 13
9.1. Marketing Communication Strategy .......................................................................13
9.2. The Creative Theme and Idea ..................................................................................13
9.3. Print Advertisements and Advertorials ..................................................................14
9.4. Digital Marketing.......................................................................................................18
9.4.1. Search..................................................................................................................18
9.4.2. Short film commercial...........................................................................................19
9.4.3. Celebrity Endorsement.........................................................................................24
9.4.4. Social Media.........................................................................................................24
9.4.5. Blogs ....................................................................................................................27
9.4.6. Influencer Marketing.............................................................................................28
9.5. Public Relations........................................................................................................29
9.5.1. PR Objectives ......................................................................................................29
9.5.2. PR plan ................................................................................................................29
9.5.3. Events ..................................................................................................................31
9.6. Partnerships..............................................................................................................37
10. Media Objectives ................................................................................................................... 38
10.1. Media Selection.......................................................................................................38
10.2. Media Budget ..........................................................................................................39
10.3. Media Schedule.......................................................................................................40
11. References .............................................................................................................................. 42
12. Appendices ............................................................................................................................. 45

Table of Figures
Figure 1: Existing Bulgari hotel branches, based on Bulgari.com, produced by authors. .......2
Figure 2: Future Bulgari hotel branches, based on Bulgari.com, produced by authors. .........3
Figure 3: Customer profile based on geographic, demographic, behavioural and
psychographic characteristics. ................................................................................................4
Figure 4: Product Life Cycle of Bulgari Hotels & Resorts, produced by authors. ....................6
Figure 5: Aspects of Bulgari Hotels & Resort’s Brand Aura. ...................................................7
Figure 6: Growth of luxury travel trips by distance, p. 11. .......................................................8
Figure 7: SWOT analysis. .....................................................................................................10
Figure 8: Perceptual map, produced by authors. ..................................................................11
Figure 9: Bulgari print advertisement Bulgari London ...........................................................15
Figure 10: Bulgari print advertisement Bulgari Bali ...............................................................16
Figure 11: Bulgari print advertisement Bulgari Milan.............................................................16
Figure 12: Google Adwords estimated price per engagement. .............................................19
Figure 13: Youtube Ads Affinity audiences setting................................................................20
Figure 14: Story board for online advertising spot.................................................................23
Figure 15: Estimated cost for the short film commercial. ......................................................23
Figure 16: Celebrity endorsement: Winnie Harlow................................................................24
Figure 17: Images of possible outcomes of collaborations on Instagram. ............................27
Figure 18: Possible Blog entry. .............................................................................................28
Figure 19: Public Relations plan............................................................................................30
Figure 20: Example of an Editorial. .......................................................................................31
Figure 21: “The Glam” Event Invitation. ................................................................................32
Figure 22: “The Glam” Event Invitation. ................................................................................33
Figure 23: Digital exhibition space at “The Glam” events......................................................34
Figure 24: Model showcasing jewellery.................................................................................34
Figure 25: Canapés and refreshments..................................................................................35
Figure 26: Social elites and brand ambassador Bella Hadid attending the events. ..............35
Figure 27: Formal dinner setting. ..........................................................................................36
Figure 28: Event gift bag. ......................................................................................................36
Figure 29: Estimated cost for “The Glam” events..................................................................37
Figure 30: Quintessentially Travel Concierge recommending Bulgari Hotels & Resorts. .....38
Figure 31: Estimated Media Budget. .....................................................................................40
Figure 32: Media Schedule, June 2017-May 2018................................................................41

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1. Background
1.1. The Company and the Brand
1.1.1. Overview (The brand’s sector)
Founded in 1884 as a stand-alone jewellery shop in Rome, today Bulgari’s brand is
globally well-recognised across several industries, including timepieces, accessories,
perfumes and luxury restaurants, hotels and resorts (Bulgari, 2017). In 2011, Bulgari was
acquired by LVMH for £2.8 billion (Palmer, 2012), which further enriched its luxury potential.
Within the hotel industry, currently, the Bulgari Group owns hotels in the most prestigious
locations of the most luxurious resort destinations such as Milan, London and Bali (Yatzer,
2013). The company is planning to expand further and open four more hotels in Shanghai,
Beijing and Dubai in 2017 and Moscow in 2019.

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Figure 1: Existing Bulgari hotel branches, based on Bulgari.com, produced by authors.

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Figure 2: Future Bulgari hotel branches, based on Bulgari.com, produced by authors.

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In 2001, Bulgari formed a joint venture with Marriott International (the luxury hotel
division of the Marriott group) to enter the hospitality industry (Intermonte Securities, 2001).
This collaboration allowed both companies to focus on their strengths - Bulgari is in charge
of catering and interior design, while Marriott is the hotel operator and a management
company (ibid.).
1.1.2. STP Analysis
Having carefully segmented the market for the current campaign based on
geographic, demographic, behavioural and psychographic factors, the following segment
has been identified as the most actionable for Bulgari Hotels & Resorts.
Customer Profile
Geographic UK residents & visitors
Demographic
Age 25-55
Gender Female
Household Income £100K +
Education Well educated
Socio-economic class AB
Behavioural
User status Past, existing, potential
Benefits sought Luxury experience, access to
exclusive places in cities
Occasion Leisure, special occasions
Usage rate Light - medium
Psychographic
VALS typology Believers, Achievers
Personality Upscale, sophisticated and
discerning travellers, consumer’s
need for uniqueness
Figure 3: Customer profile based on geographic, demographic, behavioural and psychographic
characteristics.

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According to Canocchi (2016), 1.2 million of the population in the UK earn more than
£100k a year. Further, it is forecasted that the percentage of UK personal wealth held by
women will be constantly increasing and can reach 60% by 2025 (Kyriakidis, 2008). This
figure and the financial development of this segment result in the targeting efforts of Bulgari
Hotels & Resorts mainly being aimed at females within the UK upper class, because their
economic power is rapidly growing and they experience increasing wealth (ibid.). This also
shows that the proposed segment is clearly identifiable and accessible by using sufficient
integrated marketing methods.
Even though this segment appears to be relatively small, its high purchasing power
and stability (over time) allow to anticipate a steady contribution and demand. Therefore, the
target market selection strategy for the campaign is concentrated marketing, providing
absolute luxury within this niche segment. Further, this proves for the segment to be
profitable.
Based on this segmenting and targeting process the following positioning strategies
will be applied to reach the chosen market segment: by benefits and by user. The integrated
marketing communications campaign will communicate the distinctive benefit of staying at
the Bulgari Hotels & Resorts to past, present and potential customers, based on the
distinctiveness and very high service level, guests experience. Moreover, the hotel offers
customers a high-end class wellness retreat in a quiet and private environment, exclusively
for high-end upmarket customers. Therefore, Bulgari hotels are located in the most
privileged areas and offer only the latest standards and designs, concerning environmental
friendly construction and technologies (Bulgari, 2017) to its customers, which also adds to
this exclusive and one-in-a-kind experience.
Positioning statement
For the upmarket customer, Bulgari offers an exclusive environment for its guests to
relax and unwind in an atmosphere of luxury, culture, and unparalleled comfort.

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1.1.3. The Product Life Cycle
Figure 4: Product Life Cycle of Bulgari Hotels & Resorts, produced by authors.
Bulgari Hotels & Resorts is at the growth stage of the product life cycle, as the first
hotel was built in 2004 and the company is currently expanding its empire into Dubai, China
and Russia (CPP-LUXURY.com, 2016). According to Beghelli (2016), the Bulgari Group’s
revenue increased 10% from 2013 to 2014, which indicates its position at the point of growth
of the product life cycle.

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1.1.4. The Brand Aura of Bulgari Hotels
The brand aura of Bulgari Hotels & Resorts is reflected in all aspects of the design
concept, as shown below:
Physical
Appearance
Bulgari Hotels & Resorts are located in the most prestigious
neighbourhoods in each destination. Every property is created in a bold,
sleek and contemporary design, balancing Italian architecture with a
strong reference to the local cultures.
Functional
Attributes
A small number of rooms ensure the delivery of world-class personalised
services. All luxurious facilities are equipped with superior attention to
quality. Green initiatives are incorporated in the unique design to achieve
high standards of environmental sustainability.
Personality
of the Brand
Sustainable luxury and timeless glamour. Balancing contemporary,
traditional, innovative, exclusive, elegant and stylish elements that
transcend Bulgari’s Italian heritage.
Reflected
Values
Sophisticated, discreetly luxurious experience.
“I want to surround myself only with other people from a creative
community of my social class. I want to be pampered during the stay.”
Brand
Essence
Offering an outstanding world-class hospitality experience with absolute
luxury, exclusivity and timeless glamour.
Figure 5: Aspects of Bulgari Hotels & Resort’s Brand Aura.
1.1.5. Specify your budget to get the job done
The marketing budget is specified by LVMH and Marriott International Hotel Group by
allocating on average 10% of Bulgari Hotels & Resorts revenue. Budget for this campaign
was estimated to be £2,5 million.

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1.2 The Market
1.2.1. Market segments and sector growth, trends
Due to globalisation and an increasing disposable income, the traveling and hotel
industries experience a positive development and a favourable forecast (Worthington,
2016a). According to Bisht and Iqbal (2016), the global luxury travel market is expected to
reach $1,154 billion by 2022.
Figure 6: Growth of luxury travel trips by distance, p. 11.
While Western Europe will experience a rather small increase in tourism, Asia Pacific
stays the strongest area of destination (Euromonitor International, 2017). Within the market,
luxury hotels outperformed mid-priced and budget hotels and were less affected by private
rentals (ibid.). Moreover, ultra-luxury cruises experienced a boom, with the number of
passengers increasing by 10.7% since 2010 up to more than 26,000 passengers
(Worthington, 2016d).
1.2.2. Consumer buying behaviour within the market
Baby Boomers (aged between 51-69 years) build the majority of luxury travellers
(Bisht and Iqbal, 2016). Popular reasons for travelling, especially within this consumer
segment, are Second Honeymoon, Eco tourism, medical tourism, and adventure tourism
(ibid.). However, young travellers (aged 25-35) build a constantly growing segment. Old
Millennials are most likely to spend money on luxury holidays (McGivney, 2016). Not only
Millennials, but an increasing number of female ultra-high net worth individuals spend money

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on luxurious holidays (Barnato, 2016). This leads luxury hotels to focus more on Spa and
Wellness areas as well as “female-friendly” rooms with makeup desks and lifestyle
magazines (ibid.). Moreover, an increasing trend evolves from women travelling on their own
(ibid.). Therefore, many hotels have increased security standards and women-only floors
(ibid.).
Further, it became common to arrange weekend trips to close, but international
destinations and enjoy a luxurious get-away (Worthington, 2016b). This works particularly
well with short trips to international fashion metropolises in order to enjoy a weekend of
shopping (Euromonitor International, 2017). For these trips consumers appear to be more
willing to spend more money in order to get a more enhanced or comfort-oriented approach
than the standard budget offering (Worthington, 2016b). Moreover, “experiential luxury”,
such as feeling, seeing or doing something different and experiencing new things is
prioritised by consumers, instead of having many material things (Euromonitor International,
2017).
With an increasing awareness of climate related issues and concerns about
environmental developments of consumers, consumer demands shifted towards conscious
luxury and therefore addresses more eco-friendly and natural products and services
(Euromonitor International, 2017). This accounts especially for travellers from the
generations X and Y (Freed, 2013).
2. SWOT Analysis
Strengths
● Fundamental know-how in hotel
operations due to being part of the
well-known Marriott International
Hotel Group
● Vast resources from both LVMH and
Marriott International Hotel Group
(financial; established relationships
with existing suppliers, etc.)
● Exclusivity and signature style of the
strong Bulgari brand identity
● High brand awareness and
recognition of both Marriott and
Weaknesses
● Co-dependency as a result of JV
○ Lack of control and lack of trust
○ Conflicts arising over strategies
○ Decisions over resource
allocation

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Bulgari
● Environmental-friendly design
Opportunities
● Rising trend for luxurious get-aways
● Expansion to Chinese, Middle
Eastern and Russian markets due to
growing economy in these countries
● “Experiential luxury” becomes more
important than material goods
Threats
● Online marketplace for private vacation
rentals (such as Airbnb)
● Brexit might have a negative influence
on UK residents’ purchasing power
● Political environment in the country of
destination and fear of terrorist attacks
● Threats from new market entrants
Figure 7: SWOT analysis.
3. The Competition
A premium traveller has a wide range of accommodation options, ranging from
boutique hotels to upmarket chains. Our research identified a broad range of hotels within a
similar price point, with main differentiation originating from two sources: the type of the hotel
(eg. boutique vs chain) and its style (traditional vs modern).
The premium market is mainly saturated in two distinct segments: (a) larger hotel
chains with exceptional service, tradition, and classy feel (such as The Ritz, Savoy); and (b)
boutique hotels with a more modern feel and a trendy touch (such as Nobu, Armani). In this
highly competitive landscape, Bulgari Hotels & Resorts currently encompass a balanced
approach, creating an appeal for travellers regardless of their style preference.
A new category of hotels is actively emerging as a result of established brands
across multiple non-hospitality sectors adding hotel brands to their portfolio, such as Armani
and Versace from the Fashion industry, and Nobu from the Food & Entertainment industry.

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Figure 8: Perceptual map, produced by authors.
4. The Challenge
4.1 Challenges and opportunities
Since the first Bulgari hotel was built in Milan in 2004 (Bulgari, 2017) the brand flourished
and developed into one of the leading luxury hospitality groups. However, Bulgari Hotels &
Resorts faces certain challenges affecting its overall success.
Even though the mother company, Bulgari, highly benefits from its high brand awareness
(Beglova, 2013), Bulgari Hotels & Resorts struggle to link the hotel to the jewelry's excellent
glamorous reputation. Compared to other Boutique Hotels like Palazzo Versace or Armani
Hotel, whose mother companies already entered the furniture and interior design market, the
link from Bulgari’s jewelry to the hospitality market might seem harder to establish.

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A rather weak social media presence fails to communicate the brand essence effectively and
therefore, does not contribute to a vivid positive Word-of-Mouth. This can be improved by
initiating a integrated marketing communications campaign.
4.2. Where do we want to be? What do we want to improve?
Currently, Bulgari appears to be a bit too discrete and appeals to a rather old audience. In
order to appeal to a younger audience, Bulgari Hotels & Resorts aims to change the
perception of the brand slightly and targets to be seen as more stylish and daring. Also,
brand awareness should be increased in order to appeal to young successful women’s top
of mind. A distinctive communication of Bulgari Hotel & Resort’s lifestyle will be implemented
in the campaign and links this lifestyle with the brand and the hotel’s offers.
5. Sales Objectives
● To increase overall revenue of Bulgari Hotels & Resorts by 2%
● To increase sales of Bulgari Hotels & Resorts amongst 25-35 year old by 5%
6. Marketing Objectives
● To adapt Bulgari Hotels & Resorts brand personality to the brand’s shift towards a
younger customer segment
● To increase brand awareness by 15%
● To increase occupancy rate of Bulgari Hotels & Resorts by 10%
7. Marketing Communication Objectives:
● To use public relations and advertising strategies in order to reach the target
audience and build a better relationship with these customers
● To improve social media appearance to better communicate with younger customers
(25-35 years old)
● To enable at least 25% of the targeted audience to associate Bulgari Hotels &
Resorts with its’ brand values
8. Marketing Communication as a tool to achieve the objectives
The campaign will aim to establish a stronger brand for the Bulgari Hotels & Resorts
by showcasing brand’s focus on delivering luxury experiences that are highly desirable to
affluent customers.

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The integrated marketing communications approach is used to ensure consistency of
messaging across multiple touchpoints and communication channels. This approach will
both expand the number of avenues that are used to connect with customers, and will aim to
create a straightforward association of the brand with the glamorous lifestyle, further
amplifying awareness and brand recall.
Since Bulgari itself is an established brand, the aim of the campaign shall be to
generate awareness for the hospitality branch of the business, and specifically connect
Bulgari’s image to travel, and create an association between the brand and a prospective
customer’s next trip. To do so, a consistent messaging will be used in advertising and
advertorials within travel-related magazines, blogs and digital sources. Also, more visual
cues, memorable slogans and taglines appearing throughout the campaign will make the
brand stick in customers’ mind.
The use of emerging channels, such as social media, will attract a younger, forward-
thinking clientele, satisfying the objective of the campaign. An interaction on social media
typically involves a subscription to brand’s updates (‘Follow’), allowing Bulgari Hotels &
Resorts to establish an ongoing engagement channel to consistently communicate brand
values to once-engaged audience, ensuring higher retention and deeper relationship with
customers.
9. Development of Bulgari Hotels marketing communication strategy
9.1. Marketing Communication Strategy
Bulgari Hotels & Resorts marketing communication campaign is aimed to strengthen
the brand’s identity and create a link between the consumer’s wants and the brand values.
Therefore, it can be considered a brand image strategy.
The campaign will be aimed to enhance the exclusive, however positive image of the brand.
Moreover, the marketing communications tools elaborated below will be used to increase
brand awareness among the consumer target segment and to create a distinct brand image
within this segment.
9.2. The Creative Theme and Idea
To communicate the brand’s message, the following creative theme was developed.
Also, the following sections will elaborate on which advertising communications tool will be
used and how and why they will be applied.

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Campaign theme: “The Glam Getaway”
The campaign is designed to attract young and affluent female audiences, who
appreciate fine lifestyle and are in search for new experiences to share with their peers. The
unifying theme of this campaign will be implemented across media choices and
communicates the brand essence:
● Outstanding world-class hospitality
● Absolute luxury and exclusivity
● Timeless glamour
“The Glam Getaway” and “Indulge in Glamour” will be key points of this campaign’s
communication. Their fit and effectiveness are based on the following aspects:
● Bulgari Hotels & Resorts offers an ultimate luxury experience in fashion metropolises
● Glamour is one of Bulgari Hotel’s core values and therefore, connects the
consumers’ wants with the brand
● Glamour differentiates Bulgari Hotels & Resorts from its competitors and offers a
sustainable advantage based on highest service levels and ultimate exclusiveness
and luxury
Tone of voice
The tone of voice is based on Bulgari Hotels & Resorts core values: luxurious,
sophisticated, exclusive.
9.3. Print Advertisements and Advertorials
Printed advertising allows to communicate the idea behind the brand and its image.
The contents of the printed advertising highlights the features of the brand and its values.
The target audience of the magazines for Bulgari Hotels & Resorts are mainly female, who
are drawn to the luxury experiences and world class personalised service. Bulgari is mainly
known for its jewellery, while the hospitality brand is still unrecognised by some. Therefore,
the aim of the printed advertising is to change consumer perception and increase hospitality
brand awareness.

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Figure 9: Bulgari print advertisement Bulgari London

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Figure 10: Bulgari print advertisement Bulgari Bali
Figure 11: Bulgari print advertisement Bulgari Milan

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Luxury Travel Magazine Conde Nast Traveller
Conde Nast Traveller is an exclusive magazine that has an authority on Luxury
Travel and Lifestyle in the UK. Being one of the highest circulating monthly magazines in the
UK, Conde Nast Traveller is read by intelligent and high-spending customers, interested in
unique and luxurious travel experiences. 55% of core buyers of the magazine are women.
The average age of readers is 45 years. 78,131 copies are sold monthly which allows
Bulgari Hotels & Resorts to reach a significant number of target customers. (Information
based on Condé Nast Traveller Kit 2017)
The ads will appear in three issues which are most related to the destinations of Bulgari
Hotels & Resorts: London, Milan and Bali:
● July/August - “The Hot List”
● November - “Holiday Fashion & Beauty”
● January/February - “The Gold List”
The cost to advertise in this magazine on the first right hand side account for £14,526 per
issue.
Harrods Magazine
Harrods Magazine is the premium lifestyle title celebrating luxury goods and
experiences. Mailed directly to top-spending Harrods customers, distributed at premium
events, including London Fashion Week, as well as made available in-store, circulation of
the magazines reaches 60-65,000 copies per issue. The magazine readership is 351,786
per issue; 75% of readers are females and 21% of readers live within 1.5 miles from
Harrods. (Information based on Harrods Publishing Media Kit 2017)
Harrods Magazine will have a powerful influence on the buying behaviour of London
elite and therefore, is believed to be a good publication to advertise in.
The ads will appear in two issues which are considered to be most relevant to the
experiences provided by the Bulgari Hotels & Resorts.
● July - “Harrods Travel and July Store Guide”
● February - “Harrods Magazine, Harrods Wedding Special and February Store Guide”
The cost of the right hand premium ad is £12,700 per issue.

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First (British Airways onboard magazine)
First is a quarterly magazine produced by British Airways exclusively for its First
Class customers, who are 229% more likely to earn €100,000 than an average affluent
european (British Airways, 2016). With a potential to reach more than 100,000 readers per
issue, 33% of which are females, First is seen as a magazine that reflect Bulgari’s clientele
interests and taste for the luxury lifestyle.
Full-page advertorials will be placed in each of the quarterly publications at the cost of
£52,185.
9.4. Digital Marketing
Due to a relatively young age of the target customer, it’s essential to establish a
presence across ever-popular digital channels (Mgdadvertising, no year).
9.4.1. Search
Search Engine Optimisation (SEO) should be utilised to place Bulgari Hotels &
Resorts at the top of search results for upmarket hotels, specifically focusing on luxury
gateways and fashion trips queries.
Search Engine Advertising (SEA) will also be pin-point targeted at the customers looking for
luxury hotels.
Due to the complexity of SEO and the requirements for ongoing maintenance, we
recommend to engage with an agency like Cartoozo (http://www.cartoozo.com/) to handle
SEO, SEA as well as achieve the best results in Pay-Per-Click-Management and Online
Reputation Management.
The range for the agency's services will vary depending on the season and activity of
other competitors, but will stay within £11,000 per month, including 10% advertising spend
commission for campaign management.
Based on the keyword analysis via Google Adwords, the estimated cost per one paid
SEA click is between £1.3 and £4. Based on the average search volumes, we estimate
10,000 clicks per month – adding further £30,000 to monthly paid search budget.

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Figure 12: Google Adwords estimated price per engagement.
9.4.2. Short film commercial
As part of the integrated digital marketing promotion, a short film commercial will be
employed to communicate the campaign idea online. The application of digital marketing can
facilitate data collection as well as measure the accurate statistical audience response rate.
The purpose of this promotion tactic is to increase brand awareness through offering exciting
digital content, to build a stronger connection with the customers, and increase traffic to the
hotel website.
Key message
Indulge you and your friends in a glamorous getaway and discover the cities
exclusively with Bulgari.
The entire film will be three minutes long, featuring the existing Bulgari Hotels &
Resorts in Milan, London and Bali, as well as exclusive city sceneries respectively to
showcase the hidden gems of every city. The film will be a combination of three individual
films featuring each hotel. The exclusive views and services that can be offered from
Bulgari.
The full commercial will be placed in the Bulgari Hotels & Resort official website
home page section and existing hotel Youtube channel, each small series of the commercial
featuring different hotel branches in different cities will be separately placed on their
webpages respectively. Furthermore, a series of 15 seconds clips will be made from the film

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to be displayed on established social media accounts including Facebook, Instagram and
Twitter throughout the entire period of the campaign. The existing customers will also be
directly emailed with the information of the new campaign and a link to watch the film.
Additionally, a 30 seconds shorter version of the film highlights will be deployed by the
following Youtube services:
• In Streaming ads: this will play for five seconds before the customers can skip it
and view the selected videos. Before publishing the commercial, the targeted
affinity audience will be customised to “luxury/travel” category on Youtube settings
for a more personal reach out. This service is cost free unless the entire film is
played. A budget of £10,000 will be allocated to this case.
• In Search ads: the link to the film will be shown only when users search a
particular subject or word related to the commercial. This service only costs when
users decide to click and play the film.
Figure 13: Youtube Ads Affinity audiences setting.
Models: Four young female models.
Dress style: Stylish and elegant.
Film style: Romantic, glamorous and dreamy.
A simple film storyboard is shown below:

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Figure 14: Story board for online advertising spot.
Estimated cost for the short film commercial
No. of locations Cost Per Location Total
Models 3 £4,000 £12,000
Make-up artists 3 £2,000 £6,000
Film director 3 £3,000 £9,000
Art director 3 £2,000 £6,000
Video equipment 3 £3,000 £9,000
Production team 3 £30,000 £90,000
Total cost £132,000
Figure 15: Estimated cost for the short film commercial.

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9.4.3. Celebrity Endorsement
Winnie Harlow has been chosen to star in the Bulgari Hotels & Resorts short film
commercial as her personality is highly appealing to the target audience. She has become
an inspiration to many women due to her courage and confidence. Willow is considered to
be a rising star and her presence in the commercial would be highly beneficial to Bulgari
Hotels & Resorts.
Celebrity Endorsement
Full Name Winnie Harlow (Chantelle Brown-Young)
Bate of Birth July 27, 1994 (22 years old)
Nationality Canadian
Occupation Model
Career ● Modelling, starring in music videos
● Public Speaking: TED talks, YouTube
videos addressing her living with
vitiligo
Figure 16: Celebrity endorsement: Winnie Harlow
9.4.4. Social Media
Social media will be put into use to communicate the brand essence better, raise the
overall awareness and increase sales amongst the younger audience. Bulldog Social Media
Agency (http://bulldogsocialmedia.co.uk/) - a London based agency with extensive
experience in the luxury hospitality industry, shall be engaged as a social media

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management partner to increase the number of followers and engagement rate, build a
strong relationship with existing fans as well as turn them into long-term customers.
The agency bills on a monthly basis; and based on the proposed campaign, will
charge £14,000 per month. This fee will include the management of social media accounts
(including Facebook, Twitter, Instagram), development of #hashtag campaigns, and the
ongoing engagement with users who interact with the brand's digital identity.
9.4.4.1. Instagram
Instagram’s most active audience is well correlated with Bulgari Hotels & Resort’s
target market (Montali, 2016).
It's essential to create and maintain an active Instagram account, enabling hotel guests to
engage with the brand, share their content and experiences, and create a community.
Regular updates to the Instagram account will allow to improve brand recall and to
continuously engage with brand advocates, who are likely to further amplify the message by
sharing.
Instagram influencer marketing will be used as a powerful tool that utilises
endorsements from peers and celebrities to shape the brand’s image and generate
awareness. The proposed strategy includes an investment into influencer marketing
campaigns through an indirect engagement with relevant instagram pages, such as those of
celebrities and luxury lifestyle experts. Bulgari Hotels & Resorts will be mentioned by famous
and most-followed luxury travel bloggers such as The Travelista, Worldwanderlust,
Girlvsglobe as well as luxury lifestyle bloggers like RosieLondoner, SincerelyJules and
others.
Instagram hashtags like #TheGlamGetaway and #IndulgeInGlamour will be used.
The Bulldog Agency will be responsible for the ongoing management of Bulgari Hotels &
Resort’s Instagram account.

27
Figure 17: Images of possible outcomes of collaborations on Instagram.
9.4.5. Blogs
Influencer marketing is a powerful strategy in luxury hospitality. A number of
specialised blogs exist that cover luxury travel, experiences and premium lifestyle -
attracting millions of monthly readers. However, the blogs are seeing a decline in
engagement amongst millennials, who prefer to explore on social media apps such as
Instagram (Montali, 2016).
More popular blogs, such as Luxury Travel and The Style Traveller, are charging
brands to appear on its front-page through an advertorial package.
Given the planned launch of the new hotels in the next year, Bulgari has an
opportunity to leverage organic content related to the new property launch in other
markets. Blogger outreach shall be included in a PR agency scope of work and their
existing retainer.

28
Figure 18: Possible Blog entry.
9.4.6. Influencer Marketing
For both, Social Media campaigns and for Blogger outreach, an influencer
marketing technique should be employed. It is proposed to segment influencer marketing
into (a) paid; and (b) unpaid.
To attract bloggers and social media celebrities with more popular accounts, an
IMA Agency (http://imagency.com/) shall be retained with a £15,000 one-off budget to
attract and sponsor celebrity endorsements. The fee is inclusive of agency commission.
For unpaid influencer marketing, typically for influencers with less than 50,000
followers or readers, free hotel stays and benefits may be offered to attract such bloggers
to the property, in exchange for content creation.

29
9.5. Public Relations
9.5.1. PR Objectives
● To establish high credibility for Bulgari Hotels & Resorts in terms of believability
and consumer trust.
● To ensure a positive coverage in relevant press and online media.
● To inform the relevant audience about upcoming events in order to expand the
customer base/ network
● To create a positive attitude amongst the workforce, to maintain an intrinsic
motivation of employees to positively influence the image and reputation of Bulgari
Hotels & Resorts.
9.5.2. PR plan
To efficiently build and develop the brand and establish a more sufficient source of
communication, Bulgari Hotels & Resorts seeks to develop and implement the following
Public Relations plan.
To reach relevant and a sufficient amount of journalists, Luxe PR Agency
(http://www.luxepr.com) shall be commissioned. This Public Relations agency specialises
in luxury lifestyle and hotels and allows Bulgari Hotels & Resorts to constantly be up-to-
date with its press appearances.
Internal
communication
To ensure the highest possible service and luxury experience for
customers, it is crucial for Bulgari Hotels & Resorts to constantly interact
with its employees and establish an ongoing and two-sided communication
about news and developments, arising issues and possible upcoming
changes.
Therefore, Bulgari Hotels & Resorts must send out newsletters to its
employees on a regular basis, informing them and encourages employees
to engage in the company’s development.
Further, semi-annual workshops could be implemented in order to improve
customer service, increase each other's understanding of every role within
the company and develop ideas to improve processes and techniques.
External
communication
Opening parties
Due to Bulgari Hotels & Resorts opening three new hotels in different
locations in 2017, each hotel opening should be accompanied by an

30
opening-party. Exclusive guests, luxury travel and fashion bloggers,
individuals involved and relevant press will be individually invited to these
events and will be hosted on behalf of Bulgari Hotels & Resorts. Even
though these parties are primarily held to introduce the new facilities and
offerings, brand ambassadors of the Bulgari Group should be invited VIP
guests, in order to enhance Bulgari Hotels & Resorts shift towards a
younger female-oriented target segment. This would include models and
muses Bella Hadid and Lily Aldridge.
Jewellry presentation
Hotels in both, London and Milan will have an exhibition-like event for
invited guests, combining the prestigious glamorous reputation of Bulgari
jewellry and handbags with the exclusive service and luxury of Bulgari
Hotels & Resorts. Here again, brand ambassadors as well as exclusive
guests, luxury travel and fashion bloggers and relevant press will be
invited to attend the event.
Press interviews
Before and after the above mentioned events, press interviews
spokespersons will be held, to achieve a sufficient media coverage in
relevant press.
Press releases
Regular press releases will be published to international press to inform
interested individuals and compatible press about new developments to
gain higher media coverage.
Editorial
The collaboration with Luxe PR Agency enables Bulgari Hotels & Resorts
to initiate Editorials in A-list luxury travel magazines, like “A Rare World”
and Financial Times “How to Spend It” issues.
Figure 19: Public Relations plan.

31
Figure 20: Example of an Editorial.
9.5.3. Events
One of the public relation communication tools is event promotion. The objectives
of event promotion at Bulgari Hotels & Resorts are to strengthen the brand reputation
association between the Bulgari Group and Bulgari Hotels & Resorts, to engage with the
loyal VIP customers, to generate new younger customers and increase sales through the
luxury experiences.
There will be two types of events throughout the whole year of campaign running.
Firstly, the exclusive annual VIP evening event “The Glam” in the London and Milan
hotels, celebrating the glamorous Bulgari heritage alongside showcasing the exceptional

32
jewellery pieces and leather goods. In addition, there will be three celebration parties for
upcoming hotel openings in Beijing, Shanghai and Dubai.
9.5.3.1. “The Glam” VIP annual event.
“The Glam” event will be held in October 2017 at the London hotel and in March in
Milan to engage with customers due to the off peak seasons. The unique fold designed
invitation will be directly mailed to the top loyal customers, luxury magazine editor-in-
chiefs, A-list millennial social elites and bloggers. The current brand ambassadors Bella
Hadid and Lily Aldridge will also be at the events. The guest list size is designed to be 150
people.
Figure 21: “The Glam” Event Invitation.

33
Figure 22: “The Glam” Event Invitation.
During “The Glam” event, there will be a small exhibition of Bulgari’s brand history
using digital technologies, as well as displaying the outstanding jewellery pieces on live
models in the room, followed by a formal dinner in the ballroom. Canapés and
refreshments will be provided throughout the exhibitions.

34
Figure 23: Digital exhibition space at “The Glam” events.
Figure 24: Model showcasing jewellery.

35
Figure 25: Canapés and refreshments.
Figure 26: Social elites and brand ambassador Bella Hadid attending the events.

36
Figure 27: Formal dinner setting.
At the end of “The Glam” events, special curated gift bags with our partners’
beauty brands La Mer and Kanebo will be provided for the guests to take away with them.
After the events, there will be various press coverage published on existing social media
accounts such as Instagram and Twitter. Additional, press articles from press media and
bloggers online are expected to further raise the hotel brand awareness.
Figure 28: Event gift bag.

37
Estimated cost for “The Glam” events
No. of Events Cost Per Event Total
Models 2 £5000 £10,000
Gift bags 2 £10,000 £20,000
Invitations 2 £1,000 £2,000
Food and beverage 2 £40,000 £80,000
Decorations 2 £10,000 £20,000
Digital production 2 £10,000 £20,000
Total cost £152,000
Figure 29: Estimated cost for “The Glam” events.
9.5.3.2. Opening parties in Shanghai, Beijing and Dubai
Due to the target market of this campaign mainly being the UK market, these
opening parties will not be suitable. However, they can be planned within a different
campaign targeting at the Chinese and Middle Eastern market. Thus this plan will not be
included in this report.
9.6. Partnerships
Bulgari Hotels & Resorts will partner up with Quintessentially Concierge service
that will recommend its private members to stay at the brand’s hotels. Bulgari’s target
market corresponds well with the audience of Quintessentially Concierge bespoke travel
members and thus, is believed to be a trusted partner. The exclusive invitations to Bulgari
Hotels & Resorts’ events will also be sent to Quintessentially’s member database.

38
Figure 30: Quintessentially Travel Concierge recommending Bulgari Hotels & Resorts.
10. Media Objectives
● To gain a minimum reach of 65% of the target audience through the current
campaign
● To attain a frequency level of 3 within the 65% of the target audience
● To obtain at least 195 Gross Rating Points (GRPs)
10.1. Media Selection
• Print advertising
Despite the high cost, press advertising has a very high and especially tailored reach of a
selected consumer segment. The chosen publications prove to have a high share of
female readers and are therefore perfectly aligned with the campaign’s target segment.
• Internet advertising
Search Engine Advertising is cost-effective and allows to reach a vast number of
consumers in an efficient way. Further, Youtube also provides the opportunity to reach out

39
to more affinity audiences interested in luxury travelling. This would help raise the brand
awareness with a more personal touch and generate potential new customers.
• Social Media & Influencer Marketing
Social media channels as well as collaborations with bloggers allow the brand to achieve
marketing objectives in a cost-effective way. These media sources are also relatively
easily to access and scalable in terms of reaching high numbers of potential customers.
10.2. Media Budget
The estimated cost of the given campaign for Bulgari Hotels & Resorts is £
2,155,163. This amount is aligned with the budget specified and therefore, is a suitable
investment in this campaign.
Channel Costs
Print advertisements in magazines
Conde Nast Traveller £43,578
Harrods Magazine £25,400
First (British Airways) £52,185
Luxury publications £700,000
Digital Marketing
Search Optimisation £327,000
Social Media Agency £168,000
Influencer Agency £15,000
Short film commercial £132,000
Youtube streaming ads £10,000
Public Relations

40
PR agency £30,000
Events
The Glam Events £152,000
Celebrity Endorsement
Winnie Harlow £500,000
Total: £2,155,163
Figure 31: Estimated Media Budget.
10.3. Media Schedule
Media timing was accurately designed in order to receive a maximum market
response. Social media and print ads in the British Airways first class inflight magazine
follow a continuous media scheduling, which means that activities will be evenly
distributed throughout the whole year. Editorials and advertisements in Harrods Magazine
and Conde Nast Traveller will be placed in particular issues dedicated to content
associated with Bulgari Hotels & Resorts following a fighting schedule.
The here presented publications are only a few examples amongst a variety of mediums
used.
Detailed schedules for Social Media posts, Influencer mentions and articles will be
requested from the agencies, audited and provided to Bulgari Hotels and Resorts
separately.
Jun
e
201
7
July
201
7
Aug
201
7
Sept
201
7
Oct
201
7
Nov
201
7
Dec
201
7
Jan
201
8
Feb
201
8
Mar
201
8
April
201
8
May
201
8
Print Ads &
Advertorials

41
Conde Nast
Traveller
Harrods Magazine
First (British
Airways)
Digital Marketing
Social Media
Short film
commercial
SEO
SEA
Blogs
Influencer
Marketing
PR
Editorials
Events
“The Glam”
London
“The Glam” Milan
Figure 32: Media Schedule, June 2017-May 2018

42
11. References
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available at: http://www.cnbc.com/2016/03/25/female-one-percent-drives-luxury-
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Beghelli, C. (2016). Bulgari exhibition manages to display jewels, works of art and support
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Beglova, A. (2013). Brand Awareness: Bulgari vs. Chopard. Online available at:
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Bisht, P. and Iqbal, S. (2016). Luxury Travel Market by Types of tours - Global
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Canocchi, C. (2016). Do more than a million Britons really earn more than £100k a year?
Survey claims a raft of high-earners and that nearly 50,000 make over a £1m. This
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earn-100k-year-nearly-50-000-make-1m-survey-finds.html (accessed: 28.03.2017)
Condé Nast Traveller (2017). Media Kit 2017.
CPP-LUXURY.com (2016). Head of Bulgari Hotels & Resort on the exceptional trajectory
of the luxury hotel chain. Online available at: http://www.cpp-luxury.com/head-of-
bulgari-hotels-resort-on-the-exceptional-trajectory-of-the-luxury-hotel-chain/
(accessed: 04.04.2017)
Dykins, R. (2016). Shaping the Future of Luxury Travel. Future Traveller Tribes 2030.
Tourism Economics. Online available at:
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travel/shaping-the-future-of-luxury-travel-report.pdf (accessed: 28.03.2017)
Euromonitor International (2017). Global Luxury Travel Trends Report. online available at:
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(accessed: 25.03.2017)

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Freed, J.Q. (2013). Brands target a new luxury traveler. Hotel News Now. Online available
at: http://www.hotelnewsnow.com/Articles/18639/Brands-target-a-new-luxury-
traveler (accessed: 05.04.2017)
Harrods Publishing (2017). Harrods Publishing Media Kit.
Intermonte Securities SIM. (2001). Bulgari report. Intermonte Securities SIM S.p.A. Online
available at:
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me=pdf%2F3829.pdf ( accessed: 29.03.2017)
Kyriakidis, A. (2008). Hotel Fashionista. Executive Report – Winter/Spring 2008. Deloitte.
Online available at:
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EwiFluSF-
PHSAhVhIcAKHcXoBkY4ChAWCDkwBA&url=http%3A%2F%2Fveilleinfotourisme.fr
%2Fservlet%2Fcom.univ.collaboratif.utils.LectureFichiergw%3FID_FICHIER%3D12
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QSZRlBRWUdZKfWSuj1A_ZnA&sig2=1lh3px_QBbpPBdyU5E7XVg&bvm=bv.1501
20842,bs.1,d.ZGg&cad=rjt (accessed: 27.03.2017)
Marriott International (2016). Bulgari Hotels and Resorts. Contemporary Luxury in
Hospitality, online available at: https://hotel-
development.marriott.com/brands/bulgari/ (accessed: 25.03.2017)
McGivney, F. (2016). Luxury Travel - UK - November 2016. The Consumer - What you
need to know. Mintel, Online available at:
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mdgadvertising (2017). How Millennials Killed Travel Marketing as We Know it.
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books/How-Millennials-Killed-Travel-Marketing/Millennial-Traveler-
Ebook.pdf?_hsenc=p2ANqtz-
_sUdUI6VCxuVS35bWXzWZ7TF3k9mCqeZhuy8XU5CE5b5L9UVgiGaG5VWclRXL
rWneW1WV2gCe2zywBfqJWPCQix1nv1uYMyY2QPbDYJE9K31kF05g&_hsmi=175
13837 (accessed: 09.04.2017)
Montali, J. (2016). Understanding Instagram and Snapchat User Demographics. Online
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verdict on Britain's most expensive hotel Bulgari. The Mail on Sunday. Online
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44
Vulgari-Daily-Mail-travel-editor-Mark-Palmer-gives-verdict-Britains-expensive-hotel-
Bulgari.html (accessed: 07.04.2017)
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02.04.2017)

45
12. Appendices
Bulgari Hotels and Resorts
171 Knightsbridge
London SW7 1DW
www.bulgarihotels.com
PURE Advertising
35 Marylebone Road
London, NW1 5LS
05.04.2017
Integrated Marketing Communications Campaign for Bulgari Hotels & Resorts
What does the brand stand for? • Absolute luxury and exclusivity
Product(s) • Hotels in Milan and London
• Resort in Bali
• Restaurants in Tokyo and Osaka
• Hotels opening in Beijing, Shanghai and Dubai
(2017) and Moscow (2019)
Brand Tone of Voice • Absolute luxury for the upmarket customer
• Exclusiveness
• Designed for the sophisticated customer
• Sustainable glamour
Market UK
Market and competitive
situation
• Niche market
• Luxury hotel market rather saturated
• Bulgari Hotels & Resorts needs to differentiate
itself even clearer
• Low brand awareness
Pricing Premium quality and high price, most expensive
hotel in London
Marketing objectives • To adapt Bulgari Hotels & Resorts brand
personality to the brand’s shift towards a younger

46
customer segment
• To increase brand awareness by 15%
• To increase occupancy rate of Bulgari Hotels &
Resorts by 10%
• To emphasize on the luxury experience and
highlight the Italian heritage
Marketing budget • £2.5 million
• Includes all media and production costs
• Excludes VAT and Agency fees
Timing and seasonality Launch campaign in the end of Q3 2017, so
guests can potentially make reservations for
London Fashion Week
Consumer profiling The target customer is female, sophisticated, and
aged between 25-55 years. They belong to socio-
economic class AB, have high disposable income
(annual income £100K+) and are well educated.
They are upscale consumers, sophisticated and
discerning travellers, and have a high need for
uniqueness
Media we expect to use • Digital Media
• Print advertising
• Others
Existing assets • Possibility of connection to Bulgari Group and
integration of brand elements
Geographical range • Print advertising will be published in English-
speaking countries (where published)
• Online elements will be available globally but
primarily targeted at UK customers
Research requirement • Tracking – key criteria: awareness and sales
increase

47
PURE Advertising
35 Marylebone Road
London, NW1 5LS
Tel: +44 207 599 6979
Fax: +44 207 599 6999
10.04.2017
Creative Brief
Client/
Brand
Bulgari Hotels & Resorts Product Marketing Communication
Campaign
Job
No.:
1352
What is it? High quality, luxurious hospitality experience for
sophisticated women
What are the brand’s
values?
Sophisticated, discreetly luxurious experience
Where can I get it? • Current: Milan, London, Bali
• Opening: Dubai, Beijing, Shanghai, Moscow
How much does it cost? High-end, very expensive (£500+ per night)
In what state is the brand
now?
• Relatively low market share – fierce competition
• Low brand awareness
Where do we want the
brand to be? When?
Bulgari Hotels & Resorts wants to strengthen its market
position and increase brand awareness among the target
segment. Sophisticated customers should choose Bulgari
as their preferred hotel when going to one of the available
destinations
What can advertising do
for the brand?
• Make Bulgari Hotels & Resorts better known –
increase brand awareness
• Emphasise the uniqueness of a hotel experience at
Bulgari Hotels & Resorts
• Underline the exclusive, sophisticated luxurious
image
What’s the key message
to affect this change?
Bulgari Hotels & Resorts – The Glam Getaway
Why should we be
believed?
Bulgari Hotels & Resorts not only represent luxury, they
also deliver it. Located in glamorous areas, delivering the
highest service quality and the offering the highest eco-
friendly standards and technologies.

48
Who are we talking to? Sophisticated women aged 25-55 years, who want to
travel (with their girlfriends) and have a fun and relaxing,
but high-class experience. They are high-earners and
enjoy spending their money on this luxurious experience.
They are well educated and enjoy travelling. During these
travelling trips, they spend money on hospitality, fine
restaurants, shopping, and wellness treatments.
What do they watch and
read?
• Travel and Fashion blogs in order to stay up-to-
date
• First Class (airline) magazines
• Luxury Travel magazines
• Social Media
• Luxury news (i.e. FT “How to spend it”)
What media should we
plan to be in?
• Collaborate with luxury travel bloggers
• First Class Airline magazines (such as BA,
Emirates, Lufthansa)
• Improve Social Media appearance (Instagram,
Youtube, Twitter)
• Luxury travel magazines (single pages and
subsequent right hand pages)
• Initiate editorials i.e. in “How to spend it”
Product(s) required All marketing communication should emphasise the high
quality of accommodation and services. Images of all
destinations/ facilities should be depicted.
Brand Tone of Voice • Sophisticated
• Exclusive
• Glamorous
How will our creative work
be judged?
• Tracking – key criteria: awareness and sales
increase
• Research materials will be needed
Timing • In market Summer 2017
• Detailed timing plan to follow
Notes: Areas of difference with the client’s brief
• To emphasize on the luxury experience and highlight the Italian heritage
Due to the younger target audience of this campaign, the Italian heritage might be less
central.

49
Press release
22.09.2017
“The Glam” at Bulgari Hotels & Resorts London
London, September 22nd
. The Glam – Bulgari Hotels & Resorts’ exclusive jewellery
presentation - party to launch in Knightsbridge, London
On Saturday, October 14th
, Bulgari Hotels & Resorts London will launch its first The Glam
party in collaboration with La Mer and Kanebo, showcasing Bulgari jewellery and treating
its guests to music and dinner at the Bulgari Hotel in Knightsbridge, London.
To celebrate luxury and engage with loyal customers, Bulgari Hotels & Resorts launches
the first The Glam party on Saturday, October 14th
. All guests will have the chance to get
an exclusive look at the mother brand’s most extraordinary jewellery pieces on life models
throughout the whole evening. Another highlight will be a small exhibition of Bulgari’s
brand history and development, celebrating the rich heritage of the brand.
The event will be attended by invited guests only, including loyal customers, A-list
millennial social elite as well as both Bulgari’s brand ambassadors Lily Aldridge and Bella
Hadid.
“We’re looking forward to launch this event and hope our guests will enjoy the
programme.” - Bulgari Hotels & Resorts CEO.
About Bulgari Hotels & Resorts London
Bulgari Hotels & Resorts London is part of and the LVMH Group and Marriott International
and one out of currently three hotels in the most exclusive destinations in the world and
offers customers the ultimate luxury experience. Bulgari sets new standards among the
luxury hospitality, combining elegant contemporary architecture and Bulgari’s legendary
flair for design.
171 Knightsbridge, London SW7 1DW; +44 (0)207 151 1010; www.bulgarihotels.com

By Sofya Fominova W1621766 Xuanyi Liu W1614898 Luisa Krain W1613752 Soﬁa Kravchenko W1608161 Sabiha Alam W1586125

Challenges!
Brand awareness!
!
2% of BVLGARI Group!
!
Lack of BVLGARI image!
!
Communication on strengths!
!
Digital marketing!
!

The Company!
Italian!
Founded in 1884!
High end!
Jewellery!
Watches!
Handbags!
Accessories!

2004!
Milan!
2012!
London!
2006!
Bali!
2007!
Tokyo - Osaka!
2001!
Joint Venture!

2017!
Dubai!
2017!
Shanghai!
2017!
Beijing!
2019!
Moscow!

Brand !
Essence !
“Offering an outstanding world-class
hospitality experience with absolute luxury,
exclusivity and timeless glamour.”!

Where are we?!
Too#discrete## Appeal#to#older#customers#
Not#associated#with#the#recent#adopted#young#and#daring#BVLGARI#Group#branding#

Our
Ambition!
2% revenue increase
5% sales increase amongst 25-35s
10% occupancy rate increase
15% brand awareness increase
A shift towards younger segments

PR and advertising to reach and
engage the target audience
More exciting social media content to
younger customers

Luxury#travel#market#is#expected#to#reach#$1,154#
billion#by#2022.#
Increasing#ultraIhigh#net#worth#female#individuals#
spending#money#on#luxurious#holidays.#
What’s happening?!
Arranging#weekend#trips#to#close#internaKonal#
desKnaKons#and#enjoy#a#luxurious#getIaway#is#
more#popular.#
ExperienKal#luxury#is#more#popular#than#
material#luxury.#

Competition!
Fashion design!
Boutique!
Large chain!
Modern!
Luxury!
Traditional!
!
Long history!
Exclusive!

Positioning!
!
Located in the most privileged areas,
BVLGARI offers an exclusive
environment for its guests to relax and
unwind in an atmosphere of luxury,
culture, and unparalleled comfort. !
!

The Campaign!
Strengthen#brand#idenKty#
#
Enhance#exclusive#brand#image#
#
Meet#customer#needs#
#
Increase#brand#awareness#
#

Having fun with your
girlfriends while living the
most luxurious experience
through BVLGARI in
exclusive international
destinations.!
The Idea!

UK market!
!
young and afﬂuent female audiences!
!
Social class AB !
!
interested in exclusive places!
!
Fine lifestyle!
Targeting!

Luxurious!
!
Sophisticated!
!
Exclusive!
Tone of Voice!

“The Glam Getaway”!
Key !
Message!

Simple and straightforward!
!
Explicit brand identity!
!
Logo remains unchanged!
!
Starts in June 2017!
!
One year duration!
!
Sophisticated visuals and context!
!
Essentials!

Integrated marketing communication strategy for:!
!
Consistency, coherency, efﬁciency, effectiveness !

Print advertisement
Digital marketing
Public relations
Celebrity endorsement
Partnership
Integrated marketing communication #

Print advertisement!
Condé#Nast#
#Traveller#
Harrods# First#class##
BriKsh#Airway#
Luxury
travel !
&!
lifestyle
publications!

Digital Marketing!
Search#Engine#OpKmisaKon#
Search#Engine#AdverKsing#
Short#ﬁlm#commercial#
Blogging#
YouTube#Ad##
Social#media#
To attract younger audiences !

“Indulge you and your friends in a glamorous getaway and
discover the cities exclusively with Bulgari.”!
Short ﬁlm commercial!

Placement!
#
YouTube#ads#
#
Oﬃcial#website#
#
Social#media#accounts#
#
#

Celebrity Endorsement!
Winnie Harlow starring in the ﬁlm commercial!

Inﬂuencer Marketing!
Social media & Blogging!
!
Paid & Unpaid !

Social media managed by agency !

Public Relations!
Internal communications!
PR agency!
Events!
High credibility and trust, expand customer base, positive press coverage and image!

PR Agency!
Press#releases#
Editorials#
Events#

Partnership!
Luxury
travel
agency!

Budget!
Print advertisement £820k
Digital marketing £650k
Public relations £180k
Celebrity endorsement £500k
Total##Total #£2M#

Reference:(
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