Cathedral, Ghirlandina and Piazza Grande in the new tourism brand in asset with Creative City for Media arts. To strengthen the identity of the destination
'Modena Unesco' is the city's new tourism brand that focuses on the Unesco site with the Cathedral, the Ghirlandina and Piazza Grande, a World Heritage Site since 1997, and the recognition obtained in 2021 as Unesco Creative City for Media Arts, unique among Italian cities.
Being a Unesco heritage site represents a strong element of identity for Modena as a tourist destination and this is the focus of the new communication campaign, which kicks off in the next few days with the aim of enhancing the two recognitions and increasing the city's positioning as a destination for artistic, cultural and city break tourism, increasing arrivals and presences. The Unesco heritage asset, in fact, completes and enriches the already existing proposals in the areas of 'art and culture', 'food and wine', 'motors' and 'Apennines' and strengthens the quality and diversified offer of the territory.
The 'Modena Unesco' project was presented this morning, Tuesday 20 February, at the City Hall with a press conference attended by the Councillor for Tourism and City Promotion, Ludovica Carla Ferrari; the Councillor for Culture, Andrea Bortolamasi; Francesca Piccinini, head of the Unesco Coordination; Giovanni Bertugli, manager of the Tourism Service of the Municipality of Modena; Federico Alberto, creative director of Studiowiki; and Francesco Ferro, managing director of Integra Solutions.
The project for the promotion of the Unesco heritage and Media arts is divided into two lines of action: the design and realisation of an integrated digital communication campaign of the new brand identity "Modena Unesco", as a distinctive sign destined to last over time and to univocally identify the two certifications, the world heritage site and the creative city; the design and realisation of the 2024 and 2025 editions of the Modena World Heritage event, to be held in October, that will highlight the dialogue with Media arts. The campaign also includes the Duomo Museums, which are located in the UNESCO World Heritage Site area and were reopened to the public last spring after a renovation and expansion project with a new layout enriched by multimedia and interactive installations.
The creative campaign, implemented through a wide set of digital platforms and channels, aims to reach the Italian market, with a focus on the bordering regions, and the foreign market, in particular German and English-speaking countries, to which targeted tourist offers with stays of different durations will be dedicated.
The visitmodena.it portal will propose the calendar of events and experiences related to the Unesco Heritage tourist sites, which, as is already the case for the proposals in the other areas, will all be bookable online: the site will have a section dedicated to the promotion and marketing of the "Modena Unesco" tourist product, linked to the national portal italia.it, where the video experiences and itineraries of the testimonials and influencers that will gradually be involved in the project will also be posted. Particular attention is paid to the young target audience, thanks to the use of innovative tools offered by technology to integrate the cultural components.
The 'Modena Unesco' branding and communication project is promoted by the Municipality of Modena-City Promotion and Tourism Service and is entirely financed by the Ministry of Tourism (through the 'Fund in favour of Municipalities with a cultural, historical, artistic and landscape vocation in whose territories sites recognised by Unesco as world heritage sites are located') with a contribution of 664,499 Euro. The campaign, which will last two years and will end in 2025, is being implemented by Studiowiki and Integra Solutions, united in Ati, which won the Municipality's call for tenders. Both communication agencies have already developed promotional campaigns for the city of Modena with their respective projects 'The Sound of Modena' and 'Lost in Modena'. The new "Modena Unesco" campaign is an additional and synergic part of the city's multi-year strategy of tourism and cultural promotion and enhancement, taking advantage of the opportunities offered by the ministerial call for tenders in a logic of strengthening what is already in place.
