“The creative idea is characterized by positivity and is inspired by the very name of the city: Assisi with the central “YES” represents the answer to everything you could wish for from a never banal holiday. In fact, whether it’s seeking spirituality, immersing yourself in nature, attending an open-air concert or art exhibition, having lunch or traveling along exciting bike paths, Assisi has everything to offer,” he explained Raffaele Balduccicreative director Armando Testa.
In practice, through the “copy” mechanism of the question and answer, “YES” expresses the answer to every wish, the promise of a diversified and satisfying tourist offer, and at the same time it is a graphic element that is signed in the identification and the campaign is distinctive, with the expressive power and synthesis of the logo. So Assisi is no longer just the city of St. Francis, it’s a statement: it’s yes to nature, yes to art, yes to a summer of outdoor experiences and fun, which are the themes covered in this first launch. , which sees Mount Subasio as the main protagonist as a strategic tourism resource. The campaign is multi-channel, planned on the web and social channels with a “paid” and “organic” editorial plan and on Ooh systems in 13 major Italian stations such as Milan Centrale, Rome Termini and Tiburtina, Turin Porta Nuova, Genoa Brignole, Genoa Piazza Principe, Verona Porta Nuova, Venice Santa Lucia, Venice Mestre, Central Bologna, Central Naples, Central Bari, Central Palermo. Individual events were illustrated by Donato Perri and Vincenzo Tomini Foresti from The Gate Communication agency, which dealt with media strategy.
The city management expressed its satisfaction that Assisi is for the first time the protagonist of a national and international communication campaign aimed at strengthening it as a whole and promoting it as an ideal tourist destination that can be experienced all year round. An innovative project for repositioning the image of a city that is the capital of values, spirituality, art, culture, nature and beauty. A clear change of pace on the front of tourism promotion and communication, which will also promote new possibilities of economic and social development for the city and the entire territory, also considering that Assisi represents more than 25 percent of the entire tourist flow of Umbria.