Tenuta di Murlo

Year:

2023 – Present

Location:

Perugia, Italy

Services:

Content, Performance, Social

Tenuta di Murlo is a working estate in the hills of Umbria. Olive groves, ancient stone buildings, a wine cellar that predates most of what surrounds it. The kind of place that doesn’t need to try hard to be beautiful. What it did need was a way to reach the people it was made for.
When we began working with the estate in 2023, their digital presence was sparse and inconsistent. The imagery didn’t do the property justice. Social channels were updated sporadically, and paid activity was almost nonexistent. Guests who found them loved them. The problem was that not enough people were finding them.

The Strategy

Tenuta di Murlo isn't for everyone, and that's exactly what makes it valuable. We resisted the temptation to reach broadly and instead went deep. The traveller this estate is built for already exists. They want slow travel, authentic agrarian atmosphere, Italy without the performance of it. Our job wasn't to convince anyone. It was to make sure the right people could find what they were already looking for.

What we did

We approached Tenuta di Murlo through two lenses: content that finally did the estate justice, and performance that put it in front of the people most likely to book. Every decision was made with the same guest in mind. Someone who values authenticity over spectacle and chooses their destinations with care.

Results

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Starting from a modest base with little organic momentum, the account grew by over 500.000 followers in 12 months. Growth driven not by paid tactics but by content that finally reflected what the estate actually is.

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Year on year, direct booking enquiries through the estate’s own channels rose by 55%. Fewer guests arriving through aggregators. More arriving because they sought Tenuta di Murlo out specifically.

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Through tighter audience targeting and refined campaign structure, the cost per direct booking enquiry dropped by 32% compared to previous activity. The same budget working significantly harder.