Best practices: cases that go a long way towards #worlddomination

Some cases just make you jealous. Because they prove it's about acts, not ads. Or they embody my belief that brands should create stuff worth sharing.

See more best practices Tip a best practice

One of the best advocacy campaigns ever: Il Giglio d’Oro Bed & Breakfast in Firenze

by Polle on May 24, 2011

Last summer, my girlfriend and I went for a short break to Italy. We travelled different cities and stayed a while in Il Giglio d’Oro, a small bed & breakfast just outside the Firenze city center.
Il Giglio d’Oro is a pretty normal bed & breakfast. Not the best I have seen and certainly not the worst. It has 4 rooms, has a kitsch design feel and matching flash intro on their website.

Il Giglio d' Oro: a bed & breakfast with impact
The owner Edoardo (an extremely friendly Italian ex-ski instructor) and his wife showed us around town, helped us when we needed and made us feel very welcome. When we eventually left, Edoardo asked me if I liked the Bed & Breakfast. I replied I did. Edoardo gave me a small piece of paper (see picture) and asked me “Can you do me a favor, if you like it this much, can you go to tripadvisor.com and write a nice review? That would really really help me.”

As it turned out, Edoardo did this with every single person that stayed at his bed & breakfast. The result? Il Giglio d’Oro was the #8 bed & breakfast in Europe last year (and #1 in Italy) on Tripadvisor and is currently ranked #4 of 373 bed & breakfasts in Firenze. The occupancy rate? Over 90%.

Sometimes advocacy is just so simple.

Leave a Comment

Previous post:

Next post: