Campagna di comunicazione sul turismo "Voglio Vivere Così" – Regione Toscana

1. www.turismo.intoscana.it

2. different
approach
tone of voice
tools

3. A permanent campaign that will
support the promotion of Tuscany
over the next 3 years

4. an International campaign

5. an Innovative campaign

6. an Interactive campaign
a

7. a Multimedial campaign

8. with 1 target

9. leading Tuscany
from a landmark to a lovemark

10. communicating a
sustainable and responsible
way of travelling

11. communicating a
unique mix of a strong identity,
art, landscapes and wellness

12. delivering a perception of a
smart and open region

13. talking to
smart and open people

14. The Insights behind the campaign

15. It's all about people
and the use of digital media for travelling

16. Before travelling, when

17. people create
their expectations

18. people seek for
experience bites

19. do the planning

20. While travelling, when

21. people wish/need to
interact with the local network

22. people track and tell
what they do and see and feel
over blogs or photoblogs or...

23. After travelling, when...

24. people think back
to their trip

25. people share their experience

26. people tell stories

27. Collaboration, Participation,
Lifeblogging, Influence Networks
are changing the rules

28. More than 175 million active users
on Facebook

29. nearly 30,000 Wikipedians
contribute 5 times or more in a week

30. 21,000 destination guides and other articles
written by Wikitravellers
from around the globe

31. This is Why

32. VOGLIO VIVERE COSI’
will be mainly focused on digital

33. One website as the focal point
turismo.intoscana.it

34. Travel advice, tips
guides, events and destination information

35. 3,000 tourist information pages
1,000 videos
MP3 audioguides
360 degrees pictures

36. content will be both
user & editorial office generated

37. SMS - MMS based services
Weather, Events, Museums, Maps

38. many actions happening
around the website

39. at the heart of the campaign
A dedicated Social Media Team

40. It’s going to be about
observing and listening,
living the Internet from within

41. 10 english speaking young guys
managing and stimulating the talk
spreading content across the web
‘socializing Tuscany’

42. Search Engine & beyond
partnering with Google

43. an original people generated TV format
made in partnership with MTV

44. Unconventional

45. Young
Smart
Open

46. Engagement

47. An evocative trailer

48. On Air
RAI & Mediaset in Italy,
MTV in 16 European countries

49. Partnership with AP Com
400 press media all over the world

50. 10 International Airports
served with Digital Touchpoints

51. Voglio Vivere Così Card
a mobile application giving access
to local information services

52. This is How Tuscany
wishes to communicate today

53. PRESS
TV
WEB
MARKETING
SOCIAL MEDIA
STRATEGY
MOBILE
SERVICES
AIRPORT
DIGITAL
A unique communication program
to turn Tuscany into a modern lovemark
TOUCHPOINTS
VOGLIO VIVERE
COSI’ CARD

54. Thank you

55. more info:
http://blog.intoscana.it/intoscanatrepuntozero/
www.turismo.intoscana.it