Experience Tuscany

The Tuscan regional authority is spending the staggering expense of seventeen million euros over five years until 2014 in investments to attract tourists to Tuscany. The campaign is concentrating mainly on the Internet and television medias. The campaign promoting Tuscany online was presented to the foreign press at the International Tourism Fair in Berlin on March 13, 2009. The slogan of the campaign is the refrain of the song “Voglio vivere così” which leads to thinking of a more carefree and less gloomy Italy. The endorsements of the campaign have the modern beauty of the model Marta Cecchetto as the main character, who lay wrapped in veils and fairy-tale dresses, relaxing in swimming pools and forests inhabited by the mythical winged horse Pegasus, the institutional Tuscan symbol. The message will travel over the Internet everywhere: agreements with Google make the website turismo.intoscana.it visible among the first ten results for competitive keywords, other agreements are in progress with MTV. During the first two launch days the Tuscany campaign had full-screen home-page ads on Youtube. You can see the ongoing campaign on the main social networks, from Flickr to Facebook and Myspace, to Twitter and Twitter for cell-phones, to Wikipedia and online travel diaries such as Tripadvisor.
The Tuscan region has also bought a package of 10 million sms to be sent to users in ten countries who enroll on the website. The airports of Milan, Frankfurt, London, New York, San Francisco, Moscow, Paris, Hong Kong, Tokyo, Beijing and Mumbai have multimedia workstations installed with videos and images of Tuscany and its countryside. The television spot will be aired a total of 8000 times on European televisions over a period of one year, ending March 2010. The APCOM, the twin news agency of Associated Press, is in the process of sending out newsletters to 400 newspapers all over the world. All travelers who registered on the site in July should have received a card allowing discounts on entrance fees to museums and events, in addition to personalized offers.
So why all this effort, especially in a period of economic crisis? The answer lyes ahead. The Tuscan region is not expecting results in the short-term, especially due to the ongoing economic crisis,but is investing over the medium-term to increase the numbers and quality of tourism in Tuscany. The year 2008 has seen 41.5 million tourists visit Tuscany, of which many from foreign countries. Through this campaign the number of visitors is expected to grow.

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