CREDIT: Serena Rocchigiani
RECENT CASE STUDY - LUXURY HOSPITALITY
GLEDDOCH x MATCHVIBE:
CREATOR-FIRST CONTENT & PHOTOGRAPHY
GOLF, SPA & DINING
CLIENT: GLEDDOCH RESORT & SPA
AGENCY: MATCHVIBE
CREATOR: ELLERENARD
MARKET: GLOBAL
BACKGROUND
Gleddoch Golf & Spa Resort is a five-star luxury destination set within 360 acres of breathtaking Scottish countryside in Langbank, Renfrewshire, with sweeping panoramic views across the Clyde Valley. Home to an award-winning spa, championship golf course, fine dining, and elegantly appointed accommodation, Gleddoch positions itself as Scotland's premier wellness and hospitality escape for discerning guests.
Despite its exceptional product offering, Gleddoch faced a visibility challenge in a crowded luxury hospitality market. The resort sought to modernise its content, reach new affluent audiences, and build a premium, aspirational presence across digital and social channels to drive direct bookings and spa sign-ups.
CHALLENGE
MatchVibe was briefed to address three core objectives for Gleddoch:
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Drive measurable sign-ups to the hotel and spa through targeted influencer content
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Shift audience perception of Gleddoch — moving from a regional golf venue to a nationally recognised, premium wellness and luxury destination
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Generate a versatile library of high-quality, creator-first content and photography for use across Gleddoch's owned and operated channels, reducing reliance on brand-produced assets
THE APPROACH
MatchVibe identified Serena Rocchigiani-Ellerenard as the ideal creative partner for this campaign. A lifestyle and travel creator with a highly engaged, style-conscious following, Serena's aesthetic — refined, authentic, and visually editorial — aligned naturally with Gleddoch's brand values and aspirational positioning.
Rather than prescribing a rigid content brief, MatchVibe deployed a creator-first model. Serena was invited to experience a complimentary luxury two-night wellness escape at Gleddoch, experiencing the resort as a genuine guest — spa treatments, fine dining, golf course walks, and immersive accommodation — and given full creative latitude to tell that story through her own lens.
DELIVERABLES
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1 × Instagram Reel — a cinematic, creator-directed video showcasing the Gleddoch experience, including the spa, grounds, accommodation, and dining
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2 × Instagram Stories per day throughout the stay — real-time, in-moment storytelling tagging @GleddochResort, featuring an embedded link/link sticker driving to the Gleddoch booking or offer page
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High-quality photography assets from the stay — available to Gleddoch on a royalty-free, worldwide basis for 12 months across all owned digital and organic social channels
SUMMARY
The Gleddoch x Serena Rocchigiani-Ellerenard partnership delivered a compelling proof of concept for creator-first luxury hospitality marketing. By prioritising authentic storytelling over scripted content, MatchVibe generated a high-quality, multi-format asset library that elevated Gleddoch's digital presence and reinforced its positioning as Scotland's premium spa and wellness destination.
The campaign demonstrated that when the right creator is paired with the right brand — and given genuine creative freedom — the content that emerges is both more engaging for audiences and more valuable to the brand than traditional, produced alternatives.