Borgo Egnazia

Nestled between ancient olive groves and the Adriatic Sea in the Puglia region of Italy, Borgo Egnazia is a five-star resort that offers a unique blend of historic village environs, modern luxuries and bespoke services. As the fourth property in the San Domenico Hotel Group, Borgo Egnazia opened in 2010 and began working with JAC in 2012.

THE GOALS

To bring Borgo Egnazia and the Puglia region to the attention of the American marketplace with a campaign targeting leading travel, culinary and lifestyle media outlets.

THE CHALLENGES

Puglia is the Italy less-travelled. We had to “sell” the region as well as the resort.

We were picking up after the buzz of the 2010 grand opening of the hotel.

THE CAMPAIGN

Media: JAC created a strategic and exciting program to bring the flavors of the Puglia region and the exclusive luxuries of the Borgo Egnazia to the top travel, lifestyle and culinary media outlets.

Initiatives: We arranged a series of one-on-one meetings between property owner Aldo Melpignano and top editors. For the holidays, JAC created a Puglia-inspired gift package for key media tastemakers featuring olive oil from the property and products from Borgo Egnazia’s VAIR Spa.

Events: JAC also carefully selected influencers and media to attend an intimate “Puglian” dinner party hosted by Aldo Melpignano in a private Manhattan home.

THE IMPACT

Total Circulation: 1,343,788,752
Total Media Impressions: 4,031,366,256

The media outreach, the mailing and intimate dinner captured the attention of the right journalists and generated coverage that kept Borgo Egnazia in the travel headlines and raised the profile of the Puglia region as a must-see destination.

Our pitches, arranged desk side appointments and holiday mailer resulted in key placements and features in ABC News, American Spa, Brides Magazine, Departures, E! Online, Life & Style, New York Post, People, The Huffington Post, The New York Times, Travel + Leisure, US Weekly, USA Today, Vogue, W and Worth Magazine, among others.