Within the framework of its positioning strategy, Martinelli set out to reinforce its visibility and consolidate its image as a brand associated with quality, design, and lifestyle. The objective was to translate these values into a distinctive activation capable of generating relevant content through an aspirational yet authentic lens. In a context where message saturation demands more thoughtful approaches, the key lay in designing an experience that seamlessly integrated product, environment, and narrative—elevating brand perception through an exclusive, coherent format aligned with its universe.

At Fabra Comunicación, we conceptualized and produced a four-day influencer trip to the Azores, conceived as an immersive experience reflecting the brand’s look & feel. We oversaw the entire process, from defining the concept and talent scouting to the full coordination of the trip, meticulously managing every detail: accommodation, transport, activities, and culinary proposal. The experience unfolded on the island of São Miguel, blending nature and lifestyle through a curated itinerary that included iconic locations, a sailing experience, visits to distinctive settings, and intimate dinners in carefully selected venues. The guest list, intimate and highly curated, brought together profiles such as Nuria Blanco, Jenn Muchelas, and Alejandro Lorenzo, who interpreted the brand through a close and natural narrative, organically integrating the product into their daily experience.

The outcome was a high-value activation from a qualitative standpoint, where the exclusivity of the format enabled the creation of refined content fully aligned with the brand’s positioning. The experience fostered a deeper connection between talent and product, projecting an aspirational image rooted in authenticity and lived experience. The presence of aligned profiles strengthened the brand narrative among relevant audiences, reinforcing its association with a lifestyle linked to travel, nature, and quality. An initiative that illustrates how a strategy grounded in curation, experience, and attention to detail can translate into brand awareness and value through a selective and differentiated approach.