The new advertising campaign for Valle d’Aosta will be launched on May 19th, with a commercial broadcast on the RAI, Publitalia, La7, Sky and Eurosport channels which will then reach the main Italian railway stations through the OOH Grandi Stazioni circuit.
To support the above, the tabular campaign, with advertisements planned in the main national newspapers and periodicals, divided into 3 different subjects, to support the launch of the next 2024 summer season.
The second flight for the 2024-25 winter season is scheduled for November
“Valle d’Aosta takes you to another level” is the expression of an ascent which, starting from the valley floor, leads, step by step, towards the 4000 m of the highest peaks in Europe, through unique and tailor-made experiences to be enjoyed all year round. It is the expression, not stereotypedof a territory that offers itself to the discovery and exploration of everyone, in a way inclusive, according to one’s abilities, one’s aptitude, one’s own pace.
That is how the story becomes extraordinary and peculiar like the protagonist destination itselfwhich emerges through its primary values: theuniqueness, given by the height of the peaks and the thousand-year-old Alpine culture, from the technological cutting edge of the facilities to the records it holds exclusively; there preciousness of enchanting places to be protected and, at the same time, to be enjoyed in an informed way and, finally, the variety of its proposal, capable of attracting different types of visitors, from those driven by exploration and adventure to those looking for fun or a relaxing break.
The narrative chosen for this campaign is profound and complex, preferring an intense and evocative tone to a more simplified and simplistic representation, in the search for a delicate balance between openness, universality and all-round hospitality and the exclusivity of some of its peculiar aspects, between projections into the future, thanks to the cutting-edge technology of numerous of its systems, and the story of a land which, in its transformation, is anchored in conservation.
The communication campaign is the result of the creativity of the Arc’s agency, active since 2006 nationally and internationally with offices in Turin and Rome, which has been able to interpret and combine the strategic needs of the Aosta Valley with its values, positioning it as unique tourist destination in Italy for the verticality of the territory, the extraordinary nature of the Alpine landscapes, the cultural, historical, food and wine and entertainment authenticity.
The new campaign is also the natural evolution of the PR and communication strategy activated in January 2024 by Valle d’Aosta in collaboration with the Turin agency Open Mind Consulting, based not only on the elements mentioned above, but also on a narrative capable of establish a constant and continuous dialogue between destination and visitors, providing new tools so that they are able to recognise, in the rich regional offer, what is closest to their expectations and needs, whilst at the same time encouraging the extension of seasonality for an Aosta Valley to be experienced and enjoyed, always intensely, 12 months a year. Together with the consolidation of local markets, the campaign aims to increase the flow from central and southern Italy and to engage in dialogue with the new generations, in particular Millennials and GenZ.
The summer campaign will find continuity in the winter one, again created by the Arc’s agency.
