Greenlee School of Journalism and Communication Capstone
Year
Spring 2024
Client
Tenuta Santi Giacomo e filippo x Palazzo Giusti
Global Summit Agency
As part of the Greenlee School of Journalism and Communication’s Advertising Campaigns Capstone, I collaborated with nine advertising students to form Global Summit Agency. A student-led team operating as a full-service agency for a real-world client.
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Our Mission
Our agency as tasked with executing an integrated marketing communications campaign for Tenuta Santi Giacomo e Filippo, a luxury resort located in Urbino, Italy. Serving as the capstone program’s first international client, this project required navigating global market nuances, cross-border strategy, and high-end hospitality positioning.
Our Game Plan
We developed a campaign strategy around merging both companies into one cohesive identity without losing the original style and essence of either brand. Through targeted positioning and elevated creative execution, the campaign was designed to establish the unified brand as the top-performing luxury destination in Italy.
Primary
Within 12 months, we will increase brand awareness of Tenuta Santi Giacomo e Filippo and Palazzo Giusti among U.S. target audiences by 10 percent
Objectives
Secondary
By 2027, Tenuta Santi Giacomo e Filippo and Palazzo Giusti will achieve combined customer sales growth of 20 percent due to a proactive niche marketing effort in the U.S.
Our Messages + Slogan
“Italy’s Best Kept Secret”
“Discover yourself in authentic Italy with a stay in enchanting Urbino.”
Ignite Your Passion
“Check out Italy’s best kept secret and immerse yourself in nature, culture, and wellness.”
Uncover an Undiscovered Culture
“Absorb unmatched wellness experiences at Italy’s best kept secret.”
Transform Yourself and Others
My Role: Production Director
As Production Director in the Greenlee School’s Advertising Campaigns agency simulation, I led the creative execution for a real-world client looking to merge two brands into one. I built the operational game plan, managed deliverables from research to final media planning, and helped pitch the complete integrated marketing communications strategy to the client.
Strategy Development
After diving into the research, we crafted a positioning strategy to highlight the resort's best features: historical charm, luxury amenities, and its fit for private retreats and events.
Development Process
Logo Design & Visual Identity
Brand Unification: Created the central campaign logo to bridge both companies into one identity.
Concept Development: Integrated the brand's initials with an elegant wine glass silhouette.
Market Positioning: Refined the mark to resonate with high-end luxury resort audiences in Italy.
Initial Concept: Fused the brand’s leading initial with a stylized wine glass to represent the resort's hospitality roots.
Strategic Pivot: Replaced the wine glass with an elegant key motif to directly activate our campaign slogan, "Italy's Best Kept Secret."
Final Deliverable: Delivered a unified logo that merged both companies under a single, intriguing brand story representing exclusive luxury.
Visual Identity Evolution
I designed a guest brochure to introduce the unified brand and bring our slogan, "Italy’s Best Kept Secret," directly into the hands of future visitors. The brochure acts as a curated roadmap of the guest experience, highlighting how the two properties come together into one luxury resort. I made sure to emphasize the on-site dining and wine experiences, giving guests an enticing, step-by-step preview of everything the resort has to offer.
Guest Brochure
Integrated Marketing Communications Plan
We collaborated on a final strategy book to present our full marketing plan to the client. My main contributions included designing the IMC section and writing key parts of the strategy, like our SWOT analysis, social positioning, and social media ads
Overview
The project ended with a competitive final agency pitch presented directly to three judges and the client. I designed the complete presentation deck to deliver a seamless visual narrative and presented the deliverables. Global Summit Agency came out on top, clinching the winning account score of 459 to 420 and bringing our semester-long campaign to a triumphant close.
Inspired by that success, I stepped into a Teaching Assistant role the following semester to mentor and guide the incoming agency cohort through their own client campaigns, brand strategies, and pitch deliverables.
