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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 19, 2009
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 19, 2009
communicating a
          unique mix of a strong identity,
           art, landscapes and wellness




Thursday, March 19, 2009
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 19, 2009
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, March 19, 2009
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




Thursday, March 19, 2009
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, March 19, 2009
21,000 destination guides and other
     articles written by Wikitravellers
           from around the globe




Thursday, March 19, 2009
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 pictures




Thursday, March 19, 2009
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
             ‘socializing Tuscany’




Thursday, March 19, 2009
Search Engine  beyond
                            partnering with Google




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




Thursday, March 19, 2009
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




                           SOCIAL
                           MEDIA


                             MOBILE
                             SERVICES
                                                  A unique communication




                               AIRPORT
                               DIGITAL



                                    VOGLIO
Thank you




Thursday, March 19, 2009
more info:

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




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

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Voglio Vivere Cosi - The Insights behind the campaign

Notes de l'éditeur

  1. 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...
  2. Voglio Vivere Così will be a permanent communication campaign that will support the promotion of Tuscany over the next 3 years.
  3. It will touch all the world basically
  4. It will involve many innovative tools
  5. 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
  6. It will be rich and multimedial, both for contents and for channels
  7. and there will be just one important target
  8. 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.
  9. a campaign that will communicate a sustainable and responsible way of travelling, respectful of the nature and its rhythm
  10. a campaign that will communicate that uniwue mix that just Tuscany in the world is able to give, strong identity, art, landscapes and wellness
  11. a campaign that will deliver a new perception of Tuscany, the perception of a smart, contemporary and most of all open region
  12. talking to smart, contemporary and open people...