THE CHALLENGE

Lombardy is a globally renowned tourist destination with places such as Milan, Lake Como, and Franciacorta. However, few people are familiar with Lombardy as a whole. How can we increase awareness of Lombardy and promote it as a tourist destination to a diverse audience across Europe?

THE EXPERIENCE
An international omnichannel communication and promotion campaign featuring a branded bus, equipped with interactive and engaging elements to make Lombardy a tangible and memorable experience.

The bus embarked on an 8-stop tour (4 in Italy: Milan, Bologna, Turin, Genoa, and 4 abroad: Innsbruck, Cologne, London, Paris) with public events and activities over 12 intense days.

The entire campaign was promoted via owned media by the Lombardy Region (social media posts, website content, live streaming videos) as well as traditional and digital media (banners, billboards, influencers).