Vita Villaggi: Driving 650%+ Engagement Growth for an Italian Travel Brand
Strategic social media campaign elevating an authentic slow-travel experience through content design, audience research, and cohesive brand storytelling.
About the Client
Vita Villaggi curates intimate group journeys to the undiscovered Sannio region of southern Italy, offering immersive 7- and 8-day programs with stays in historic palazzos, culinary tours, and seasonal harvest experiences. Their target audience: cultured travelers (45+) who value authenticity, food-focused travel, and small-group experiences.
The Challenge
With their 2026 programs launching and a limited-time 10% early-bird discount, Vita Villaggi needed to build brand awareness and drive bookings through social media—but had no previous strategy. Posts were sporadic and unplanned, and they were competing in a crowded luxury travel market with a high-consideration purchase.
Client
Vita Villaggi
Duration
6 weeks
Platforms
Instagram & Facebook
My Role:
I designed and executed a comprehensive six-week social media campaign across Instagram and Facebook, including content strategy, template design, copywriting, and performance optimization—all delivered organically with zero paid advertising budget.
Deliverables:
Strategic content calendar
30 custom feed posts
10 Instagram Story templates
Branded Canva template system
Profile optimization
Hashtag & SEO research
Skills Applied:
Social Media Strategy
Content Design
Brand Identity
Copywriting
Analytics
Audience Research
Organic Results, No Ad Spend
The Strategy
To move travelers from awareness to consideration, I developed four strategic content pillars. Each pillar was supported by custom-designed Canva templates in an earthy color palette (sage green, terracotta, cream) that reflected the brand's elegant, thoughtful voice.
Program Education & Exploration
FAQs, day-by-day breakdowns, program comparisons, and booking countdown reminders
Seasonal & Sensory Inspiration
Evocative harvest imagery and journal-style captions transporting followers to the Sannio region
Cultural Connection & Storytelling
Guest testimonials, local artisan spotlights, and town features showcasing authentic experiences
Brand Values & Voice
Behind-the-scenes content and press mentions reinforcing commitment to conscious tourism
Reusable template for answering traveler questions—from packing guidance to payment schedules. Clean, scannable format made complex information digestible while maintaining brand elegance.
Cover template for spotlighting specific program elements (cooking classes, winery visits, cultural excursions) with consistent visual treatment and information hierarchy.
Branded format for sharing authentic traveler experiences. Consistent design allowed the client to easily populate with new guest quotes after each trip, building ongoing credibility.
Template showcasing media mentions (Business Insider, Leggo) to build authority and differentiate from competitors. Easily updated as new press coverage is secured.
Brand Impact:
Established professional, cohesive online presence
Built credibility and brand recognition in competitive travel market
Generated organic social proof—client reported numerous compliments from friends and family on the elevated brand presence
Created reusable template system and content strategy for ongoing marketing
The Results
Over six weeks of organic posting (4× weekly), the campaign delivered significant growth across all key metrics:
Engagment Metrics
Views: +652.7% increase
Reach: +432% increase
Content Interactions: +650.8% increase
Profile Visits: +530.9% increase
Strategic Content In Action
Below is a selection of the 30+ Instagram and Facebook posts created for Vita Villaggi's 2026 program launch. Each graphic was strategically designed to reflect one of four content pillars, building anticipation and community while reinforcing the brand's authentic voice.
Program Comparison Carousel
4-slide carousel helping potential travelers choose between Vita Villaggi's four program options. Each slide broke down key differences—trip length, seasonal experiences, pricing, and itinerary highlights—making it easy for followers to identify which journey best matched their travel style and schedule. This educational content removed booking barriers by answering the most common question: "Which program is right for me?"
Curated Moments from Sannio
Visual storytelling carousel featuring intimate scenes from the Sannio region. Each slide offered a glimpse into the textures, colors, and quiet beauty of village life. By focusing on sensory moments rather than itinerary details, this content evoked the feeling of slow travel and invited followers to imagine their own Italian journey.
