THE STORY

Waldorf Astoria and Lamborghini cooked up a partnership back in 2016, based on a pre-existing luxury car experience that Waldorf had (Waldorf Astoria Driving Experience). When the then CMO of Lamborghini and the Hilton Luxury team started talking, it was a fast and easy decision for both to say yes to the partnership. The execution and the extension of the experience on-site and via Social and Digital media? That took a bit longer. We took a deep dive into the Waldorf Astoria guests who not only had an interest in the supercars but could also be a potential client. We curated experiences with the in-house Hilton Luxury marketing team in Rome, Chicago, Versailles, Boca Raton, Dubai, La Quinta and Ras al-Khaimah.

It was a lot of fun traveling and driving in/shooting from these cars. One especially crazy story sticks out: when in Rome, we got pulled over by the police. I thought we were going to get tickets or have the cars impounded. Instead, after the police had a brief conversation with the lead driver (and the rest of us were shaking in our boots), the lead driver just waved for us to follow. They took us to a quarter-mile tunnel in Rome, blocked it off on both sides from traffic and let us go back and forth a few times as fast as possible. I’ll never forget the sound of high revs from 6 Lamborghinis echoing in that tunnel. It was absolutely insane.

Outside of the fun we had, the program was a smash success for both partners. Here’s a little roundup - By the Numbers:

7.5 million video views

60 million impressions

1.1 million engagements

96.4% Positive Viewer Sentiment of all content (Digital, Paid, Organic)

14% average increase in Site Traffic across both company’s websites during activations

21 New Lamborghinis clients created (i.e. who had never owned one before) during program tenure

All work done by me or my team under my direction