Marie Claire International launched an inspirational travel campaign for Trafalgar. This industry-leading travel partnership delivered synergy in a market where women make over 70% of holiday bookings. The ‘From Italy with Love’ campaign provided a wealth of compelling stories, features, video and social content across Marie Claire USA and Marie Claire Australia’s combined audience of 20 million. The branded storytelling campaign was supported by a digital and print campaign offering a special Marie Claire USA and Australia discount.
Charting the story of an immersive Italian journey, the campaign invited the Marie Claire audience to discover their ‘inner belissima’ as they followed friendships formed by two Marie Claire journalists on a voyage of local encounters and authentic experiences that revealed the true essence of Italy.
The partnership between Trafalgar and Marie Claire brought a unique Italian travel experience to life through videos, inspirational social posts and dynamic content. Some of the exclusive Trafalgar experiences included gaining access to the Vatican after-hours, dining with locals in their home in Tuscany as well as insider tips on where to shop in local markets or buy custom handbags. Readers were inspired to engage with their own desire to experience ‘La Dolce Vita’.
Commenting on the partnership, Gavin Tollman, CEO Trafalgar said, “At Trafalgar, we are constantly innovating to ensure that we adapt our trips to meet the needs of today’s travellers. We have continued to evolve our brand proposition and once again this is the case in 2017. This exciting collaboration with Marie Claire is another prime example of how we are striving to engage a wider range of travellers by showcasing the depth of what we do as well as the aspects of our portfolio that in this instance will appeal to Marie Claire’s readers”.