15 regional stakeholders, all with limited budgets, all needing to sell their own, different, local touristic offers to a broader international audience through a single articulation.
The building of a single, regional, emotional brand proposition, highlighting ‘local’ diversity in fashion, shopping, art, culture, sport, leisure, food and wine. Delivered through a compelling filmic storytelling showcase executed across the complete spectrum of digital touchpoints including multiple websites and social media.
one year after launch:
+ 5% domestic arrivals; + 32% international arrivals; + 13% overnight stays in hotel facilities; + 29% overnight stays in non-hotel facilities.