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.

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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 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.

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