THE CHALLENGE
Handcrafted luxury furniture leaders Castelle sought to brand and market a new estate collection named after and inspired by the Biltmore—the peaceful retreat of George Vanderbilt, now a luxury inn in Asheville, North Carolina.

THE IDEA
To maximize the connection to “America’s largest private home” we shot on site at the Biltmore, capturing the furniture’s architectural design and classic lattice-work elements and the source of inspiration in rich detail. The shot was produced to capture images for a campaign of national ads with the specific goal of targeting a Southern audience—a new audience for Castelle.

THE RESULT
The Lombardo team also helped negotiate the licensing deal between Biltmore Estate® and Castelle. Our ads ran in Garden & Gun, Veranda, and Southern Living among others—effectively introducing a new audience to the brand and driving a wave of new sales. The Biltmore® Estate furniture has been placed around the inn and sells and sells among their most successful collections.