Di Domenico Nautical Center is a leading reference point for Swiss boating on Lake Maggiore. Thanks to a shipyard facility built directly on the shore and a petrol/diesel refuelling station, it is a long-standing business driven by the constant passion and professionalism of the Di Domenico family.
It provides 360° boating services: boat rentals, boat trips to the most enchanting places on Lake Maggiore, maintenance, winter storage, and sales of top brands—through a targeted offer for the most demanding clients.
Create inspiration, spark desire
“Desire” is the positioning chosen for didomenico.ch.
What does it mean? Generating inspiration through the constant publication of posts and targeted advertising.
The challenges
- growing the Charter page, especially converting visits into boat rentals;
- unifying and giving coherence to existing pages;
- making the public aware of the Nautical Center’s versatility and role as a true sector reference;
- driving traffic to the sale of new and pre-owned boats.
Goodbye “target”. Welcome personas!
We started from sector analysis with a focus on personas. Broadly speaking, the audience splits into two macro-groups: experts/enthusiasts and amateur clients.
In summer, the priority was to focus efforts on charter and assistance services. To do so, we developed a graphic line and image selection able to create desire, suggestion and inspiration.
The key was answering questions such as: Who would you like to be on board with? Does it remind you of holidays?
Core answers: we offer the best proposals on Lake Maggiore; our services will give you a unique experience; with us you can enjoy a boat trip with total peace of mind.
Organic publishing & Facebook Ads
In the first months, organic publishing consolidated the charter service on both the dedicated Facebook page and Instagram.
The primary objective was reach, followed by direct rental conversion using audiences who showed interest in campaigns and the website.
Video was used first; later the most viewed posts were highlighted.
