Hotel Milano Scala

Challenge

Hotel Milano Scala aimed to become one of the trendiest and greenest locations in Milan. The opening was to communicate along with Zero Emission technology.
The challenge was to create awareness of the restaurant “La Traviata” and the bar “Prima Donna” that are open to non-guests as well, in Italy isn’t so common to have dinner in a hotel’s restaurant.
The other challenge was to create awareness on the Skyterrace, the terrace overlooking the old roofs of Milan was to become one of the trendiest locations where people can have lunch, happy hour or a cocktail in the night.

Tactics

We focused our attention on all media covering travel, eco, technology, design, arts and lifestyle to highlight all aspects of the hotel.
We pushed on the restaurant inviting journalists, critics and bloggers as well as we invited journalists to several events held in the bar like the Tango night or Irish Dance events.
We stressed the concept of a “friendly but luxury” hotel located in the very heart of Milan, with a strong focus on “green”. During these years we’ve realized events, partnerships, special events such as Chef’s table, tasting dinner, etc for the hotels, inviting press but also consumers. We also collaborate with bloggers, influencers and storytelling in order to strengthen our communication on social networks.
Concerning social networks, we are collaborating with the hotel as consultants because they have a person in the office that is in charge of managing the pages. We collaborate with her in order to give suggestions on strategy and on single blogger and influencer’s requests.

Analytics & Results

Articles
more than 1.200 articles

Having launched the hotel in 2011 and having followed it over the years, we have created for them several articles, working on the lifestyle segment, travel and insisting on local newspapers to also push the services that are open to non-hotel guests.
The traditional communication campaign was joined by consultancy on the digital sector, in particular the social strategies and the involvement of bloggers and influencers to increase the visibility of the structure and, in particular, of its Sky Terrace Bar.