PSFK got together with Mirko Lalli, Head of Marketing & Communication at Fondazione Sistema Toscana, the agency responsible for the re-branding of the Tuscany region.

The Tuscany region in central Italy, has taken up efforts to re-brand itself. With the end-goals of encouraging people to stay longer and purchase locally, the marketing campaign, aims to positively change perceptions of the area.

PSFK got together with Mirko Lalli, Head of Marketing & Communication at Fondazione Sistema Toscana, the agency responsible for developing and orchestrating the campaign.

Why did you develop a campaign like ‘Voglio Vivere Cosi' for the Tuscany Region?

“Cities and clusters are increasingly getting in competition one another to attract tourists, investments and media coverage. Today, cities strive to become brands through conventional and non-conventional marketing strategies, offering visitors not just a city but a lifestyle as well.

UP YOUR QUOTA FOR JUST $15 A MONTH
PSFK’s Premium Subscription provides access to a database of over 100,000 articles featuring new ideas, interviews, analysis and opinion on the latest innovation in brand, customer and retail experience.
Already a subscriber? Log in
(powered by Wallkit)