Today’s luxury travelers want more than just beautiful images and destinations. They want meaningful experiences and stories that will enhance their travels. The stories and travel experiences of The Luxury Collection are unique — from the destinations to the travelers themselves, no single stay is alike. We developed our “A Letter From” series to tell these stories through the lens of a diverse range of voices that resonate with our traveler. We hear from dancers, artists, chefs and more as they share their views on travel, how travel influences their craft, and vice-versa. By telling these stories, we aim to highlight the transformative nature of travel with The Luxury Collection and encourage travelers to write their own inspiring stories with us.
We launched our first video in the series in 2022, when we followed professional ballet dancer Calvin Royal III to England to explore the connection between travel and dance. This year, we traveled to Spain with artisan cheese activist, Clara Diez.
Our objectives for this campaign:
An expert in artisanal cheesemaking and co-founder of the world-renowned Formaje cheese shop, Clara Diez has a unique gastronomic perspective that impacts how she sees the world. While traveling to Hotel Maria Cristina, a Luxury Collection Hotel, San Sebastian and back to her home city of Madrid for a visit to Santo Mauro, a Luxury Collection Hotel, Madrid, Clara shared with us the connection between cheese and culture, and how she finds passion and purpose in her travels.
In addition to sharing the video on Instagram, Facebook, and YouTube, we used Instagram Stories to introduce Clara’s lens on travel using a collection of videos and images from her trip. A full interview with Clara is published to theluxurycollection.com, serving as the main drive-to destination for our paid social distribution campaign.
We targeted our audience of Explorers and Collectors on Instagram and Facebook — individuals who are curious about the unknown and always willing to explore or discover something new. We used Interest and Behavior targeting to ensure we were reaching users who value these authentic travel experiences.
Clara also shared content from her experience to her own social channels, garnering earned exposure and excitement for The Luxury Collection among her audience.
Across paid, owned, and earned channels, we reached over 4M viewers and garnered a 4.6% engagement rate — 5.4x higher than the industry standard — proving that these authentic stories resonate well with our audience.
Viewers proved to be invested in the story, as the content also had an impressive 9.7% view-through rate, 26% higher than our benchmark.
Clara also posted about the partnership on her own social channels, resulting in 645.3K OTS and expanding the reach of this campaign beyond owned efforts.
