Ca’ Marcello

Ca’ Marcello is a Palladio designed old villa. The owners, descendants of the Marcello family who’s been living there for centuries, asked us to tell the beauty of the villa to a B2C target, with vary different needs: from wedding planning to guided tours. 

We built a differentiated strategy, adapting the language and the blog contents to the targets, the social media channels, the ads and the landing pages, to present Ca’ Marcello as the ideal place for school trips or to say the most important “I do”.

Ca’ Marcello is one of the most enchanting examples of Palladio designed villa in the Veneto region currently being inhabited. Built around the first half of the Fifteenth century right on the border of the province of Treviso, was later enlarged, furnished and finely decorated in the Seventeenth century. To this day it’s still surrounded by a nine hectares historical garden.

Preserved with passion from the original family, that still live here today, it is available for weddings, private events and guided tours.

Ca’ Marcello asked us to:

• Generate contact requests for the new business
• Promote the brand on the internet
• Develop its presence on the search engines
• Increase quality traffic on the website.

Making a historical place a successful product was a matter of strategy that took in consideration different aspects and that used all the tools available on the internet. A lot of targets and all very different had to be

There were many different targets to aim for: from future newlyweds to school groups on trips, to event and party organisers always on the hunt for locations that would impress their audience. We started by identifying all the different target audiences and the villa’s catchment area, then defined a communication strategy and a personalised marketing mix for each one. The first step was to optimise the website’s SEO so that it would appear at the top of searches related to the villa’s various uses. We combined this with a Google Ads campaign, with landing pages created specifically for the different target audiences. We then worked on optimising the landing pages in order to reduce the bounce rate. To increase brand awareness, we proposed and created a blog that deals with topics related to the various uses of the villa, with original and interesting weekly articles.