voglio vivere così
Post on 05-Dec-2014
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different
approachtone of voice
tools
A permanent campaign that willsupport the promotion of Tuscany
over the next 3 years
an International campaign
an Innovative campaign
a
an Interactive campaign
a Multimedial campaign
with 1 target
leading Tuscanyfrom a landmark to a lovemark
communicating a sustainable and responsible
way of travelling
communicating aunique mix of a strong identity, art, landscapes and wellness
delivering a perception of asmart and open region
talking tosmart and open people
The Insights behind the campaign
It's all about peopleand the use of digital media for travelling
Before travelling, when
people createtheir expectations
people seek forexperience bites
do the planning
While travelling, when
people wish/need to interact with the local network
people track and tell what they do and see and feel
over blogs or photoblogs or...
After travelling, when...
people think backto their trip
people share their experience
people tell stories
Collaboration, Participation,Lifeblogging, Influence Networks
are changing the rules
More than 175 million active userson Facebook
nearly 30,000 Wikipedians contribute 5 times or more in a week
21,000 destination guides and other articles written by Wikitravellers
from around the globe
This is Why
VOGLIO VIVERE COSI’ will be mainly focused on digital
One website as the focal pointturismo.intoscana.it
Travel advice, tips guides, events and destination information
3,000 tourist information pages1,000 videos
MP3 audioguides 360 degrees pictures
content will be both user & editorial office generated
SMS - MMS based services Weather, Events, Museums, Maps
many actions happening around the website
at the heart of the campaign A dedicated Social Media Team
It’s going to be about observing and listening,
living the Internet from within
10 english speaking young guys managing and stimulating the talk spreading content across the web
‘socializing Tuscany’
Search Engine & beyondpartnering with Google
an original people generated TV format made in partnership with MTV
Unconventional
YoungSmartOpen
Engagement
An evocative trailer
On AirRAI & Mediaset in Italy,
MTV in 16 European countries
Partnership with AP Com 400 press media all over the world
10 International Airportsserved with Digital Touchpoints
Voglio Vivere Così Card a mobile application giving access to local information services
This is How Tuscanywishes to communicate today
A unique communication programto turn Tuscany into a modern lovemark
PRES
S
TV
WEB
M
ARKE
TIN
G
MOB
ILE
SERV
ICES
AIRP
ORT
DIGI
TAL
TOUC
HPOI
NTS
VOGL
IO V
IVER
E CO
SI’ C
ARD
SOCI
AL M
EDIA
ST
RATE
GY
Thank you
www.turismo.intoscana.it
more info:
http://blog.intoscana.it/intoscanatrepuntozero/
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