The novelty
Bettazza Graniti has been active in the stone sector in Valle Maggia since the 1950s.
In recent years, along the banks of the Rovana stream, the company found a vein of gneiss with distinctive characteristics and needed to present it to a qualified audience.
Storytelling
The product launch included the creation of storytelling based on the novelty of discovering a new stone type and on the choice of identifying “Rovana” (a name tied to the territory yet international in sound) as “the wavestone”—the stone with the wave. This referenced both the proximity to the watercourse and the name, as well as the distinctive veining.
From this storytelling, the project evolved through subsequent communication steps.
Media relations
We managed media relations by creating a press release and media kit and selecting specialised magazines for articles or advertorials.
Photo shoot
Showing what people don’t yet know: this is the fundamental approach when communicating a new product.
Choosing the right photographic language—placing Rovana in a fascinating setting able to convey refinement, elegance and exclusivity—was identified as the best way to present the product’s potential. Hence the idea of a quarry shoot with on-trend furniture complements.
