Ravenna puts the mosaic at the center of its promotional campaign with the new portal “Ravenna city of mosaic” (created for the Municipality’s Tourism Service by Craq Desing Studio Srl, thanks to funding from the Ministry of Tourism as part of the project for the valorisation of the cities with UNESCO sites) and aims to strengthen the promotional effort which in 2023 allowed it, after the flood, to reach a number of visitors never before arrived in the city; and now the city also chooses to tell its story with the web series formula, 10 video episodes to promote itself.
“In terms of attendance – explained Tourism Councilor Giacomo Costantini – this is an extraordinary and surprising result, especially at a time when everything seemed lost, as was that flood”. Instead, the city of inspiration, which provided inspiration to the great men of letters from Dante to Carducci, won its challenge. And today it is looking with great attention at the 5 million European tender for sustainable tourism which must be implemented by the end of the year and has the aim of making tourists increasingly aware of the presence of tourists in our territories from the foot print to the optimization of visit routes . The consistent tourism communication and promotion strategy adopted by the Municipality of Ravenna in the last 12 months has achieved excellent results in terms of visibility. Launched last year immediately following the flood, the #IovadoaRavenna campaign included a television advert, created in two versions of 15” and 30”, broadcast on La7, with 150 runs from 19 June to 1 July 2023 In the first month alone, the promotion on the Meta and Google social platforms obtained 14.5 million impressions and almost 12 thousand interactions.
A billboard campaign was also launched in June to promote the area and to reposition the image of Ravenna as the city of mosaics. Between the summer of 2023 and the beginning of 2024, the communication effort then concentrated on the Ravenna Città del Mosaico project, with social campaigns dedicated to the various planned initiatives including the Biennale del Mosaico (the social campaign reached over 4 million users for a total of over 13 million impressions) and BurriRavennaOro (from 11 August 2023 to 15 January 2024, the social campaign reached over 3 million users for a total of over 10 million impressions).
Meanwhile, Ravenna chooses to tell its story with the formula of the web series curated by Studiowiki and created by Artescienza: these are 10 video episodes to promote the city through the eyes of five girls of different nationalities and cultures, who for study reasons have chosen this territory as a space for professional and human growth. Five stories that meet in Ravenna, a place of inspiration and cultural attraction, where history, art, nature and innovation intertwine, offering a unique life experience.
Giorgio Costa
