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Travel & Hospitality | Food & Wines

Belmond

Belmond, one of the most globally renowned luxury hospitality companies, manages an international portfolio of 46 properties in 24 countries. With the group's acquisition by luxury holding company LVMH in 2019, a process of redefining internal procedures began, which involved revisiting its positioning, tone of voice, and communication collateral activities. Against this backdrop of transformation, Belmond was looking for an agency to explore new perspectives at the dawn of the recovery of an unprecedented pandemic.
From 2020 to 2023, Grassi + Partners was appointed to manage communications and PR activities for the Italian market, with a specific focus on Southern European properties (10 hotels), trains, and cruises, as well as global communications campaigns and specific international properties. In collaboration with the Italian office and the head office in the UK, each year we have helped define the main communication themes for the season and develop meaningful partnerships to integrate the themes of the global strategy to the peculiarities of the Italian market.We worked to provide new stories and collaborations that would capture media attention and develop high visibility of both the brand's shared values and its individual properties, each an expression of a great heritage. In addition, we supported the promotion of F&B offerings, enhancing the identities of resident chefs and helping the involvement of local communities and taste makers of reference. A special focus was devoted to 'enhancing the positioning of the Venice Simplon Orient Express as the most exclusive slow travel experience and increasing editorials in tier one publications with extensive stories highlighting the Belmond legend.
Among the achievements and highlights of our collaboration, we can mention managing the launch of the new Splendido Mare, A Belmond Hotel, Portofino in 2021, the first renovated property after its acquisition by LVMH. We, then, helped promote the Food Revolution concept with the arrival of new star chefs at various properties and the appointment of Jean Imbert as chef of the VSOE.
In 2022, we supported the launch of the collaboration between the British Pullman train and famed director Wes Anderson while we continued to support VSOE's global campaigns, including new itineraries, cabin designs, and gourmet experiences. In addition, we managed the communication for the Italian market of the new Maroma, A Belmond Hotel, Riviera Maya. In parallel with the new openings, we achieved excellent results by focusing on significant regional projects, such as the MITICO Art Project in collaboration with Galleria Continua, the DIOR beach club, and the partnership between the archaeological park of Pompeii with Caruso, A Belmond Hotel, Amalfi Coast. Our activities have included the constant dispatch of journalists to all Belmond properties in italy and abroad, including Peru, Brazil, France, UK, Portugal and Mexico. We have also developed partnerships and dedicated projects with luxury brands such as Antinori Wine Group and prestigious media platforms such as Elle Décor, Vogue in addition to collaborating on specific projects with Italian influencers such as Csaba della Zorza, Chiara Maci, The Italy Insider etc.