Modena, attractive city located in Northern Italy, in the region of Emilia - Romagna, in the centre of the province of the same name, of which is the capital to the north of the Tuscan - Emilian Appenine massif in the heart of the Po Valley and along the emblematic Via Emilia, a Roman road that runs from Piacenza to Rimini on the Adriatic Sea launched "Be part of it 2025", a campaign to promote the citywith the immersive, contemporary and artistic language of body art.
The city well known for its cultural, historical and culinary heritage, automotive industry, with a strong opera tradition launched a new edition of telecommunication campaign to enhance its image and attracriveness conceived by Integra Solutions, a digital communication and marketing agency based in Forlì and Studiowiki, a learning resource and collaboration platform for designers, artists, and creative people headquartered in Savona.
The project is coordinated by the City Promotion and Tourism Service of the municipality of Modena, in collaboration with Modenatur, travel agency and incoming tour operator, the Cathedral Museums and the UNESCO site coordination of the civic museums,with the support of the Ministry of Tourism.
The aim of the campaign is to promote nationally and internationally the UNESCO site of Modena such as city's Cathedral, Civic Tower also known as Ghirlandina Tower and Piazza Grande, the square considered the urban core of the city that have been included in the list of Italian UNESCO World Heritage Sites since 1997 using the language of body art.
This aritistic and immersive visual language is well known to communicate messages about identity, social status, and cultural values using symbols, gestures and the body itself to convey meaning and the visceral nature of existence.
The tourism marketing campaign launched in 2024 and immediately established as one of the most innovative tourism promotion operations at national level, continues with another stage its story with two new creative subjects where human bodies become real living canvas thanks to the art of bodypainting.
Inspired by the technique of artistic camouflage, the initiative use the double meaning of "part/art" to emphasize the fusion between heritage and visitor, transforming each observer into an integral part of the work.
The promotional campaign "Be part of it 2025" is now being released on the main digital platforms with video content, interactive graphics, and a series of on - site activations, including the distribution of temporary tattoos inspired by Modena's artistic heritage.
Last year, the campaign involved over 30 million users, generated more than 6 million web interactions and brought over 50,000 visitors to the pages dedicated to to the UNESCO site of VisitModena portal.
The project "Modena World Heritage | be part of it" has also just obtained two new prestigious national awards recently collected in Milan and Rome such as the Touchpoint Identity Award in the System Identity category, for the ability to build a strong and consistent brand identity and gold to The Prize in the Cultural City Branding category, for having been able to combine culture and communication in a story of impact and attraction.
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