Stories, experiences, people
We chose to communicate Vivi il tuo Ticino by putting the territory’s stories at the centre, and the hidden charm of places reachable through slow mobility (hiking & biking). This became an evocative narrative through the project’s blog portal.
Treasure hunt
The aim was to promote reaching top tourist destinations through slow mobility. That’s why receiving “Scopri e gusta” vouchers of CHF 25 to be used for dinner was linked to completing an online form with geolocation. To fill it in, you had to have reached one of the locations included in the promotion.
The initiative also included other promotions: discounts on stays, discounts on cable-car tickets and many other tourist attractions connected to TicinoTicket.
Promotional campaign
Over the two years, the promotional campaign achieved broad media coverage with TV spots, radio spots and ads in numerous print outlets. The campaign was built around an emotional narrative of the territory and the keywords #viviiltuoticino and #iltuoticino.
Social media contest
The invitation to post photos of favourite Vivi il tuo Ticino destinations on social profiles using #viviiltuoticino increased awareness and brand loyalty.
Website
Voucher requests needed to be simple and intuitive. We therefore created an easy-access portal with FAQs for all users—from citizens requesting the voucher to businesses that had to redeem the bonus.
A blog section focused on emotional discovery of the territory was also developed.
From a tech standpoint, work was done to enable geolocation and interaction with sensitive data managed by CSI via APIs.
