Casa Lia Sole1. Brief
Marketing development for a family owned villa, vineyard and wine in Piemonte.
01 / Introduction / Brief
The owner wanted to sell more wine and bring new guests to the villa.
Casa Lia Sole is a family owned estate in Monferrato, Piemonte. It combines a restored former working farmhouse, a one hectare vineyard and a small production Barbera del Monferrato made with Tenuta Olim Bauda since 2024.
The estate already had an old website, an inactive Facebook presence and an existing network of contacts. However, there was no active Instagram account, structured email marketing, effective signup journey or organised bank of photography and video.
The project began as a loose marketing brief. My role expanded into research, positioning, email and CRM setup, fieldwork, visual production, social planning and website content.
02 / My Role
My work covered the strategy, infrastructure and content required for the next stage of marketing.
Brand Strategy
Market research, positioning, audience definition and USP development.
MailerLite setup, audience segmentation, signup journeys, campaigns and testing.
Website
Information architecture, complete website copy and coordination with the web developer.
Field Research
Research at Casa Lia Sole, Acqui Terme and across the surrounding Monferrato area.
Visual Content
Photography, video production, editing and organisation of the content bank.
Social Planning
Content pillars, publishing cadence, Reel concepts, profile direction and social mockups.
03 / Repositioning
The Other Italy.
Casa Lia Sole offers a quieter, more local and slower side of Piemonte. Acqui Terme and the surrounding countryside still feel shaped by daily life, local food, wine and regional culture rather than mass tourism.
What Makes The Stay Different
Three Practical Reasons To Choose Casa Lia Sole.
Stay Where The Wine Comes From
Guests stay on the estate, spend time around the vineyard and drink the wine where it is made. The villa and wine are not two unrelated products. The stay gives the bottle a place, a memory and a reason to order it again.
Everyone Can Have A Different Holiday Without Splitting The Group
Some guests can visit wineries, cycle, explore Acqui Terme or use the gym. Others can stay by the pool, play games, use the lawn or watch a film. Nobody has to follow the same itinerary. In the evening, everyone returns to the same long table, food, wine and family time.
Disappear Without Being Stuck In The Middle Of Nowhere
Guests can switch off completely at the house without being stranded. Acqui Terme, restaurants, thermal spas, vineyards, shops and cycling routes are close enough for a day or evening out. The proposition is privacy with access, not isolation.
The freedom to enjoy the place on your own terms: disappear into the countryside, spend time in nature, explore nearby towns and vineyards, or simply stay at the house with good food, wine and people.
It combines privacy, family time, outdoor living and a genuine connection to wine in a part of Italy that still feels local.
04 / Email & CRM
The family needed a structured route from social media and website interest into an owned audience.
I selected MailerLite because it was practical for a small private business and could be maintained by the family after setup. I configured the account, structured the audience groups, built the signup journey and prepared the website integration requirements.
Potential Buyers
Wine Circle
I worked with the web developer to test submissions from the website through to the correct MailerLite groups.
I also created campaign templates, test campaigns and documentation so the family could continue using the account consistently.
05 / Fieldwork / Visual Content
The business did not have an organised photo or video bank for web and social.
I travelled to Piemonte to create the first structured asset bank for Casa Lia Sole. Parts of the estate were still under renovation and I was working without a drone, so I focused on completed spaces, architectural detail, atmosphere and content that could be used immediately.
Production range
Estate, wine and the wider Monferrato area.
The shoot covered architecture, interiors, the pool, outdoor dining, vineyard, wine, gardens, antiques, Acqui Terme, local food, roads, landscape and the cycling environment. The final output was an edited and organised bank of still photography and video.
07 / Website Concept
The existing website needed a clearer structure for the estate, vineyard, wine and surrounding region.
I developed the website content architecture and wrote the copy for the homepage, estate, vineyard, wines, experiences, region, FAQ and SEO titles.
Casa Lia Sole / Visone, Italy
At A Glance
A Restored Farmhouse For Long Stays, Shared Meals And Quiet Days.
Ten acres in the Monferrato hills, close to Acqui Terme, with five bedrooms, a private vineyard and a small production Barbera del Monferrato.
View The Estate ↗Proposed architecture
The visual concept uses large photography, restrained typography and generous spacing. The structure gives the villa and wine distinct sections while showing how they belong to the same estate.
The final development is handled by the web developer. My contribution covers the information architecture, written content, visual direction and preparation of assets for the build.
06 / Social Content Concept
Casa Lia Sole had no active Instagram presence or repeatable content structure.
I developed the profile direction, feed structure, selected post concepts and Reel ideas using photography from the field trip.
The owner is expected to handle ongoing publishing. My role covers the strategy, content structure, visual production and practical direction needed to launch and maintain the account.