Launch Palazzo Tornabuoni

A Florentine architectural gem and the world’s first Private Residence Palace, Mango PR was involved with the property and lifestyle PR for Palazzo Tornabuoni from the outset of the Sales and Marketing campaign which began in 2006. The restored 15th century palazzo opened in January 2009 under a fractional ownership scheme, marking the completion of a four year restoration programme. The ground floor of the building is filled with a collection of designers boutiques and an Italian bar and restaurant, Osteria Tornabuoni. Today the club operations are managed by Four Seasons Hotels and Resorts and members of Palazzo Tornabuoni also enjoy a club attaché service that places Tuscany’s inside track at their fingertips. There are also a limited number of apartments available for whole ownership.

The first of its kind in Europe, Mango PR has worked as an extension of the Palazzo Tornabuoni team to develop the key messages for press use, devise and implement the press & public relations strategy and help Palazzo Tornabuoni reach their targets.

The Brief

• To launch Palazzo Tornabuoni
• To position Palazzo Tornabuoni as the most desirable and exciting luxury property development
• To create a clear understanding of the Private Residence Club concept in the UK
• To incite interest in Palazzo Tornabuoni as both an investment and lifestyle proposition
• To generate coverage across the target media
• To create a buzz amongst the right people
• To be challenging, creative, energetic, enthusiastic

Stage 1: Laying the foundations

• Establishing the key messages
• Writing a concise media pack to provide an in-depth and common understanding of Palazzo Tornabuoni’s key messages
• Creating a strategic plan to communicate the messages to Palazzo Tornabuoni’s identified target audience

Stage 2: Spreading the word

• Educating the media about the Private Residence Club concept – a concept that was not commonplace in the UK
• Intensive media contact with key target press strategically working through the media - (What’s hot, investment & property, destination Florence, lifestyle and target luxury lifestyle and property media)
• A series of press trips – both group and individual

Stage 3: Spreading the net wider

• Continued media liaison across the board including specialist press (vertical markets, credit card publications etc.)
• Carving up the story - hand-picking the angle to fit the publication (interiors, art & culture and the Club attaché service)
• A selection of events - working with charities and synergistic third parties e.g. Christie’s, the auctioneers to generate the buzz

Palazzo Tornabuoni and Christie’s (the auctioneers) – The target audience for Tornabuoni is high-net worth individuals who love art and culture. Mango PR approached Christie’s with regards to sponsoring the preview event for the biggest sale of the year in December. Palazzo Tornabuoni’s logo and brief information was included on the invitation to Christie’s gold list database, they had a stand, plasma screen and signage at the event. All guests were given a gift from Tornabuoni on departure together with collateral.

Stage 4: The Launch

• The Launch and ‘Whole Ownership’ at Palazzo Tornabuoni

The Results

• A wider and increased understanding of the Private Residence Club Concept
• A significant list of coverage generated in Palazzo Tornabuoni’s target media
• An increased buzz about Florence and the City’s renaissance
• Multiple appearances in key publications such as Condé Nast Traveller, Centurion, The Financial Times (featured six times), The Times, The Sunday Times, The Daily Telegraph and The Sunday Telegraph, Condé Nast Publications (Vogue, House &Garden, Tatler and GQ) and on Classic FM
• 35% of sales have resulted directly from the PR campaign