www.turismo.intoscana.it
Thursday, March 19, 2009
dierent

                             approach
                           tone of voice


Thursday, March 19, 2009
A permanent campaign that will
    support the promotion of Tuscany
           over the next 3 years




Thursday, March 1...
an International campaign




Thursday, March 19, 2009
an Innovative campaign




Thursday, March 19, 2009
an Interactive campaign




                                    a




Thursday, March 19, 2009
a Multimedial campaign




Thursday, March 19, 2009
with 1 target




Thursday, March 19, 2009
leading Tuscany
            from a landmark to a lovemark




Thursday, March 19, 2009
communicating a
                 sustainable and responsible
                       way of travelling




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




Thursday, March 19,...
delivering a perception of a
                      smart and open region




Thursday, March 19, 2009
talking to
                           smart and open people




Thursday, March 19, 2009
The Insights behind the




Thursday, March 19, 2009
It's all about people
            and the use of digital media for
                        travelling




Thursday, March ...
Before travelling, when




Thursday, March 19, 2009
people create




Thursday, March 19, 2009
people seek for
                           experience bites




Thursday, March 19, 2009
do the planning




Thursday, March 19, 2009
While travelling, when




Thursday, March 19, 2009
people wish/need to
    interact with the local network

Thursday, March 19, 2009
people track and tell
             what they do and see and feel
              over blogs or photoblogs or...




Thursday...
After travelling, when...




Thursday, March 19, 2009
people think back




Thursday, March 19, 2009
people share their experience
Thursday, March 19, 2009
people tell stories




Thursday, March 19, 2009
Collaboration, Participation,
           Lifeblogging, Influence Networks
                are changing the rules




Thursd...
More than 175 million active users
                  on Facebook




Thursday, March 19, 2009
nearly 30,000 Wikipedians
              contribute 5 times or more in a
                           week




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




Thursday,...
This is Why




Thursday, March 19, 2009
VOGLIO VIVERE COSI’




Thursday, March 19, 2009
One website as the focal point
                    turismo.intoscana.it




Thursday, March 19, 2009
Travel advice, tips
            guides, events and destination




Thursday, March 19, 2009
3,000 tourist information pages
                  1,000 videos
                MP3 audioguides
              360 degrees p...
content will be both




Thursday, March 19, 2009
SMS - MMS based services




Thursday, March 19, 2009
many actions happening




Thursday, March 19, 2009
at the heart of the campaign
           A dedicated Social Media Team




Thursday, March 19, 2009
It’s going to be about
                           observing and listening,




Thursday, March 19, 2009
10 english speaking young guys
        managing and stimulating the talk
        spreading content across the web
        ...
Search Engine  beyond
                            partnering with Google




Thursday, March 19, 2009
an original people generated TV
                       format
           made in partnership with MTV




Thursday, March ...
Unconventional




Thursday, March 19, 2009
Young
                           Smart




Thursday, March 19, 2009
Engagement




Thursday, March 19, 2009
An evocative




Thursday, March 19, 2009
On Air
                           RAI  Mediaset in Italy,




Thursday, March 19, 2009
Partnership with AP Com
        400 press media all over the world




Thursday, March 19, 2009
10 International Airports




Thursday, March 19, 2009
Voglio Vivere Così Card
    a mobile application




Thursday, March 19, 2009
This is How Tuscany




Thursday, March 19, 2009
PRESS



                                     TV




Thursday, March 19, 2009
                             WEB




       ...
Thank you




Thursday, March 19, 2009
more info:

                           http://blog.intoscana.it/intoscanatrepuntozero/




                               ...
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Voglio Vivere Cosi - The Insights behind the campaign

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Voglio Vivere Cosi - The Insights behind the new Tuscany campaign
A Social Media Strategy to turn Tuscany
from a landmark to a lovemark

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  • Good evening everyone, my name is Massimiliano, and tonight I have the pleasure to introduce you the new Tuscany communication campaign, Voglio Vivere Così. It’s not the traditional advertising campaign but something new, something really unique. Different in terms of approach, tone of voice and tools.. In the next 20 minutes we will try to let you understand how different...
  • Voglio Vivere Così will be a permanent communication campaign that will support the promotion of Tuscany over the next 3 years.
  • It will touch all the world basically
  • It will involve many innovative tools
  • It won’t follow the classical framework where a sender delivers a message to a listener, but it’s going to be about dialogue and continuous interactions
  • It will be rich and multimedial, both for contents and for channels
  • and there will be just one important target
  • leading tuscany form being perceived as one of the most important territory of the world in our mind, to something we feel in our heart, able to create an intimate and emotional connection.
  • a campaign that will communicate a sustainable and responsible way of travelling, respectful of the nature and its rhythm
  • a campaign that will communicate that uniwue mix that just Tuscany in the world is able to give, strong identity, art, landscapes and wellness
  • a campaign that will deliver a new perception of Tuscany, the perception of a smart, contemporary and most of all open region
  • talking to smart, contemporary and open people...










































  • Voglio Vivere Cosi - The Insights behind the campaign

    1. 1. www.turismo.intoscana.it Thursday, March 19, 2009
    2. 2. dierent approach tone of voice Thursday, March 19, 2009
    3. 3. A permanent campaign that will support the promotion of Tuscany over the next 3 years Thursday, March 19, 2009
    4. 4. an International campaign Thursday, March 19, 2009
    5. 5. an Innovative campaign Thursday, March 19, 2009
    6. 6. an Interactive campaign a Thursday, March 19, 2009
    7. 7. a Multimedial campaign Thursday, March 19, 2009
    8. 8. with 1 target Thursday, March 19, 2009
    9. 9. leading Tuscany from a landmark to a lovemark Thursday, March 19, 2009
    10. 10. communicating a sustainable and responsible way of travelling Thursday, March 19, 2009
    11. 11. communicating a unique mix of a strong identity, art, landscapes and wellness Thursday, March 19, 2009
    12. 12. delivering a perception of a smart and open region Thursday, March 19, 2009
    13. 13. talking to smart and open people Thursday, March 19, 2009
    14. 14. The Insights behind the Thursday, March 19, 2009
    15. 15. It's all about people and the use of digital media for travelling Thursday, March 19, 2009
    16. 16. Before travelling, when Thursday, March 19, 2009
    17. 17. people create Thursday, March 19, 2009
    18. 18. people seek for experience bites Thursday, March 19, 2009
    19. 19. do the planning Thursday, March 19, 2009
    20. 20. While travelling, when Thursday, March 19, 2009
    21. 21. people wish/need to interact with the local network Thursday, March 19, 2009
    22. 22. people track and tell what they do and see and feel over blogs or photoblogs or... Thursday, March 19, 2009
    23. 23. After travelling, when... Thursday, March 19, 2009
    24. 24. people think back Thursday, March 19, 2009
    25. 25. people share their experience Thursday, March 19, 2009
    26. 26. people tell stories Thursday, March 19, 2009
    27. 27. Collaboration, Participation, Lifeblogging, Influence Networks are changing the rules Thursday, March 19, 2009
    28. 28. More than 175 million active users on Facebook Thursday, March 19, 2009
    29. 29. nearly 30,000 Wikipedians contribute 5 times or more in a week Thursday, March 19, 2009
    30. 30. 21,000 destination guides and other articles written by Wikitravellers from around the globe Thursday, March 19, 2009
    31. 31. This is Why Thursday, March 19, 2009
    32. 32. VOGLIO VIVERE COSI’ Thursday, March 19, 2009
    33. 33. One website as the focal point turismo.intoscana.it Thursday, March 19, 2009
    34. 34. Travel advice, tips guides, events and destination Thursday, March 19, 2009
    35. 35. 3,000 tourist information pages 1,000 videos MP3 audioguides 360 degrees pictures Thursday, March 19, 2009
    36. 36. content will be both Thursday, March 19, 2009
    37. 37. SMS - MMS based services Thursday, March 19, 2009
    38. 38. many actions happening Thursday, March 19, 2009
    39. 39. at the heart of the campaign A dedicated Social Media Team Thursday, March 19, 2009
    40. 40. It’s going to be about observing and listening, Thursday, March 19, 2009
    41. 41. 10 english speaking young guys managing and stimulating the talk spreading content across the web ‘socializing Tuscany’ Thursday, March 19, 2009
    42. 42. Search Engine beyond partnering with Google Thursday, March 19, 2009
    43. 43. an original people generated TV format made in partnership with MTV Thursday, March 19, 2009
    44. 44. Unconventional Thursday, March 19, 2009
    45. 45. Young Smart Thursday, March 19, 2009
    46. 46. Engagement Thursday, March 19, 2009
    47. 47. An evocative Thursday, March 19, 2009
    48. 48. On Air RAI Mediaset in Italy, Thursday, March 19, 2009
    49. 49. Partnership with AP Com 400 press media all over the world Thursday, March 19, 2009
    50. 50. 10 International Airports Thursday, March 19, 2009
    51. 51. Voglio Vivere Così Card a mobile application Thursday, March 19, 2009
    52. 52. This is How Tuscany Thursday, March 19, 2009
    53. 53. PRESS TV Thursday, March 19, 2009 WEB SOCIAL MEDIA MOBILE SERVICES A unique communication AIRPORT DIGITAL VOGLIO
    54. 54. Thank you Thursday, March 19, 2009
    55. 55. more info: http://blog.intoscana.it/intoscanatrepuntozero/ www.turismo.intoscana.it Thursday, March 19, 2009

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