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.

We had a blast traveling to all the locaiton and then driving in/shooting 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

All work done by me or my team under my direction