Context
Vivi il tuo Ticino was launched thanks to the Ticino Cantonal Government, through and on the initiative of the Department of Finance and Economy (DFE), to stimulate the 2020 summer tourist season.
In collaboration with BancaStato and the Ticino Tourism Agency (ATT), from 22 June to 30 September 2020, adult residents domiciled in Ticino could benefit from discounts on dinners (“Gusta il Ticino”) and overnight stays (“Soggiorna in Ticino”) within the canton.
Visiva coordinated and produced the project’s communication and promotion campaign, as well as the website for requesting the “Gusta il Ticino” discount vouchers.
Brand
Yellow like the summer sun, like the wonder of an adventure, like a golden reflection on the lake: that’s the logo created for Vivi il tuo Ticino.
It’s a tribute to rationalist minimalism, able to combine aesthetic rigour with a warm welcome—embodied by the stylised speech-bubble enclosing “your Ticino”, communicating the desire for relationship, meeting and feeling good together: on holiday, in the family, in your own territory.
Visual identity
For Vivi il tuo Ticino we chose a coordinated identity focused on the pleasure of rediscovering your territory—from nature to the table. We wanted to convey the idea of a summer that unites a desire for freedom with a desire for community.
Discount vouchers for “Gusta il Ticino” dinners were therefore produced, along with stickers, flyers and printed materials aimed at informing both the population and restaurateurs/accommodation providers about how the project works.
Print advertising campaign
The print campaign included both publications in local newspapers and poster billboards. It started with a general message to introduce the overall project and identify the new Vivi il tuo Ticino brand, then developed into variations with images and cues to the territory’s distinctive features and its tourism and food-and-wine offering.
Video spot
“A thousand stories to tell, because where the heart beats, adventures never end.” This is the suggestion behind the video spot produced for Vivi il tuo Ticino in collaboration with True Colors (also adapted for BancaStato promotions reserved for its own clients).
The spot tells the fascination and wonder your own territory can offer when you look at it with different eyes: authentic flavours, sublime landscapes, leisure and fun—an adventurous taste lived among family smiles.
A radio spot campaign also ran, focusing more strongly on awareness—making the new Vivi il tuo Ticino brand known.
Website
For the Vivi il tuo Ticino website we chose a graphic style focused on ease of use: simple yet elegant fonts, breathing paragraphs, precise explanations.
Goal: drive users straight to the voucher request. On the emotional side, we used the charm of images evoking freedom in one’s own territory—like a swing spinning above a flower meadow.
On the technical side, an API was created to use cantonal CSI data to verify in real time whether the voucher request comes from an eligible person.
Special attention was given to an FAQ section designed to cover the widest possible range of citizens’ questions.
Digital marketing
A structured digital marketing campaign was designed using multiple tools:
-
Newsletter: creation of newsletters to drive the call to action (voucher request) and stimulate discovery of one’s own territory.
-
Ads campaigns: advertising on Facebook, Instagram, Google and YouTube with local targeting; the video spot achieved high full-view completion rates.
-
Social contest: ideation of an Instagram contest to reward the best content shared with #iltuoticino.
-
Facebook page and group: creation of a dedicated Facebook page and group to build identification, sharing and community, and to answer citizens’ requests for clarification.
-
Toolkit: creation of a downloadable toolkit for restaurateurs and accommodation providers; beyond project graphics, it includes newsletters and posts that businesses can use and share via their own channels (mailing lists, social media), becoming promoters of Vivi il tuo Ticino themselves.
