The new strategic identity communication plan will be expressed in projects and initiatives dedicated to the millions of guests who choose the Cinque Terre National Park as a travel destination every year. The intent is to make the Park’s brand more immediate, effective and innovative. To illustrate the new projects relating to the image of the Cinque Terre National Park, the exponents of the realities that collaborated on the project, such as Davide Di Gennaro, art director of the Tomo Tomo studio, Daniela Cappelletti architect of the Fabrica design company and, for the Matteo Montebelli Italian Touring Club Study Center, responsible for analysis and publications. In the historic headquarters of the Touring club, in the heart of Milan, various innovations were presented: first of all the new visual image of the Park, which effectively and concisely tells the complexity of this extraordinary territory; then an impressive ‘Wayfinding’ signage project, which uses images, signs and maps to facilitate orientation and manage tourist flows; the international competition ‘Cinque Terre Photo Award’, which will reward the best photography; and dedicated research by the Study Center of the Italian Touring Club.
“The Cinque Terre area will also confirm itself in 2024 as one of the main tourist attractors in Italy, a destination for millions of visitors arriving every year from all over the world – says president Donatella Bianchi –. Inform them and raise their awareness by providing them with information in simple and effective way is the imperative. Today more than ever, in an area like ours, the speed of engagement with users, even through images, is fundamental, they must know that they are in a national park, a UNESCO site. , who have entered a place where the protection of nature, the landscape, the ancient values linked to heroic agriculture are strongly connected”.
The ‘Wayfinding’ project is based on a new vision of hospitality and has responsible use as its main objective. “It was designed to restore visitor awareness, through redesigned signage with respect to the access points to the Park and with respect to the internationality of visitors, together with a new visual image they are the tool to convey our idea of the Park”. The Park asked the Touring Club to interview a significant sample of travelers on their perception of the Cinque Terre and the National Park, and a picture emerged that was consistent with the information and protection efforts that have been put in place in recent years.
“Over 78% of the sample is aware that the Park hosts a Marine Protected Area and that it is a UNESCO Heritage Site. The interviewees were also strongly polarized on the importance of adopting measures to limit tourist flows within the park to preserve its ecosystems”. During the selfie season, a photo contest was then created. “To represent the other face of the Cinque Terre – concludes Bianchi – an international photography competition to shine the spotlight on local excellence and, in particular, on the value of biodiversity. In September the best international photography will be rewarded with the ‘Cinque Terre Photo Award’ “.
Marco Magi
