FeelFree

Premium accommodation · Spain

PR campaign to position FeelFree as a leading provider of lifestyle accommodation

A brand with two decades of experience that needed to elevate its image to a more aspirational level and launch a new range in a saturated urban market.

The challenge: to build an aspirational brand narrative whilst launching a second line with its own identity

FeelFree came to Incógnito at a time of strategic evolution: FeelFree Rentals needed to strengthen its premium positioning — with over 250 apartments and villas in San Sebastián and Baqueira — whilst FeelFree STAYS was set to enter the urban boutique market with a distinct identity. The challenge was twofold and simultaneous: to elevate the perception of an already established brand and to launch a new offering, in different markets, with distinct narratives, without one overshadowing the other.

What was decided and what was ruled out

The key decision was not to promote the product, but to build brand positioning. This involved linking the brand to the codes of the lifestyle world—design, interior design, experience, destination—rather than talking about apartments, rates or availability.

Two parallel and distinct narratives were developed: one aspirational in lifestyle media such as ELLE, InStyle and Esquire, and another focused on corporate credibility in business and financial media such as Expansión and Europa Press. A distinct narrative was created for STAYS, separate from Rentals, centred on efficient, sustainable and boutique urban accommodation.

Pure product communication was ruled out. Without a clear brand narrative, the media presence would have been sporadic and failed to build positioning.

INTEGRATED IMPLEMENTATION

The project was structured around a steady stream of editorial opportunities, with different approaches tailored to each media outlet: features on accommodation, interior design trends, short breaks and seasonal content launched at key times of the year—Easter, summer and winter.

In-person experiences were organised — the FeelFree weekends — as a tool for direct engagement with journalists and the generation of authentic content. The positioning of company spokespeople rounded off the strategy, giving the brand a voice and a face in interviews and features.

Results

An accommodation brand that began appearing in the publications that shape desire: ELLE, Esquire, InStyle, ¡HOLA!, Vanitatis, ABC, Expansión, La Vanguardia and Europa Press. FeelFree Rentals cemented its position as an aspirational brand in lifestyle media, and FeelFree STAYS launched with a strong media presence from day one.

‘Incógnito's work has enabled us not only to increase our media presence, but also to build a brand narrative that is consistent with who we are and where we are heading.’

Elena Chust

Head of Marketing and Communications, FeelFree

Accumulated audience

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Accumulated visualizations

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In advertising value

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Communication with a human touch

Administrador Incognito

26/05/2026

The spokesperson as a strategic asset

Carlos Molina

06/04/2026