Terre del Rossese
Capturing a land painted with the colors of the sea, hills, mountains, sky, and... its exquisite wine
Let's explore together the Terre del Rossese, a project dedicated to enhancing a unique territory located in the Liguria region of Italy. Five rural lands, a myriad of emotions. Within the context of Territorial Marketing, we have developed targeted strategies to improve the attractiveness of this area, highlighting its environmental, artistic, and cultural resources.
Client
- Terre del Rossese
Year
2023
Industry
- Tourism
Partner
Day One S.r.l.
Ileana Ricci
Sara Guagliardi
Category
Brand Image, Brand Strategy
Tag
Adv Materials, Art Direction, Brand Design, Communication Strategy, Corporate Image,
The project
We have been tasked with completely redesigning the brand and image of the Terre del Rossese (Lands of Rossese). This multi-year project aims to bring together the five rural lands of Dolceacqua, Soldano, San Biagio della Cima, Camporosso, and Perinaldo under a single brand that identifies them, promoting them as places to reconnect with nature. Terre del Rossese explore and enhance a unique territory located in the Liguria region of Italy, characterized by a rich variety of landscape and cultural nuances.
The project, funded with the contribution of Fondazione Compagnia di San Paolo, has its roots in AntropoScene, which has allowed the rural structure of this territory to be surveyed and narrated through multimedia content and a supporting app.
How we faced it
To tackle this challenge, our first step was to focus on creating a logo that captured the essence and unique nuances of the territory. The Rossese di Dolceacqua, a fine wine that represents a fundamental element of the area, inspired the shapes and tones of the logo, which blend harmoniously with the surrounding landscape.
We then identified five keywords – ‘nature’, ‘art’, ‘history’, ‘culture’, ‘food and wine’ – to guide the narration and promotion of the project. This territory is characterized by distinctive natural elements such as stone, water, and sky, enriched by fossils, rivers, and a clear sky that extends to the sea and mountains. Each village tells unique stories, evident in the castles and ancient fortifications, which we have used as the foundation for our communication strategy.
To promote the villages and typical products of the Terre del Rossese, we conceived and implemented targeted and engaging advertising campaigns. The online advertisements were designed to reach a wide audience through digital platforms and social media, leveraging the potential of digital tourism and technology. Additionally, we oversaw the production of printed advertising materials, such as posters and flyers, to promote museums, exhibitions, and cultural events in the area.
To increase the visibility of the Terre del Rossese in the area, we also created materials for the sponsorship of urban furnishings, such as totems installed in the municipalities and stage setups for public events. This integrated strategy allowed us to reach a wide range of audiences, both online and offline, while simultaneously promoting the local food and wine and the rich cultural heritage of the Terre del Rossese.
Finally, we developed a website dedicated to the Terre del Rossese, providing an online platform for information and bookings, further contributing to the promotion and enjoyment of the area.
Results
The results achieved with the Terre del Rossese mark the beginning of a collective narrative that embraces this part of Liguria, offering an integrated and coherent vision of the territorial identity. The promotion of the Terre del Rossese has helped identify new cultural, economic, and tourism objectives, positioning the new brand on the national and international stage. The promotional work involves continuous development, focusing on improving the tourism offer, training local communities, and external communication campaigns.