Designed to offer a new perspective to travellers and a sustainable option to discover the region
A new section of the website dedicated to all the useful information for travellers, both foreign and local, enriched by a strong graphic identity easily recognisable. Objectives: to promote public transport instead of private transport with a view to more sustainable tourism and to offer a new travel experience thanks to the possibility of moving around Tuscany by bus
The role of the over 37 thousand stops distributed throughout the region is central: the campaign aims to highlight the possibility of exploring the territory with public transport and the ease with which it is possible to reach well-known and lesser-known destinations throughout Tuscany.
Firenze: Piazzale Michelangelo in Florence and Piazza del Campo in Siena, but also the pier of Forte dei Marmi or the Rocca di Piancastagnaio. What do these places have in common? They tell the story of Tuscany around the world and are all – at most – five minutes’ walk from one of the over 37,000 bus stops in the region. From today, having information on how to reach them is even easier thanks to Destination Tuscany, the new Autolinee Toscane campaign designed to encourage the use of public transport, both by tourists and residents, all year round, highlighting – thanks to an attractive, recognizable and easily usable graphic style – the proximity between the many points of interest in the region and the bus stops in the area. The new campaign was unveiled last night at The Social Hub in Florence in the presence of representatives of the Region and the top management of Autolinee Toscane as part of a talk on public transport which also involved sector experts and the creatives who dealt with the its realization.
This is an unprecedented possibility for Italy: thanks to the role of Autolinee Toscane as the sole manager of local public road transport and the capillarity offered by the service, it will be possible to visit all the beauties of the region with a single carrier.
‘We are thrilled to launch the Destination Tuscany campaign – says Stefano Baccelli, regional councilor for Transport and Infrastructure – an important step to promote sustainable mobility in Tuscany. This project not only encourages the use of public transport, reducing environmental impact, but also makes the natural and cultural beauties of our region more accessible. Thanks to the collaboration with Autolinee Toscane, we offer a widespread and efficient transport system, which facilitates travel and enhances both the most well-known and the lesser-known destinations. We are certain that Destination Tuscany will become a point of reference for an authentic and sustainable travel experience’.
‘The quality of the welcome given to visitors who choose Tuscany also depends on the quantity and level of the services available – comments Leonardo Marras, Councillor for Economy and Tourism of the Tuscany Region -. We can only welcome, therefore, the initiative of Autolinee Toscane which has planned ad hoc services for the different territories. The success of the Tuscan Destination depends on the joint work of all the actors involved, the constant commitment of each of us is to always do our part to the best of our ability’.
‘Today’s is the demonstration – says Andrea Buonomini, sales, marketing and technology director of At – of the choice made by Autolinee Toscane to be a catalyst to better connect the territories with agreements that become opportunities for the institutions, the region, the economy, the territory and also for the company. Seeing the bus only as something that you are “forced” to get on out of necessity is a vision that looks back. Seeing it as an easy, ethical, sustainable, practical means of transport and an aggregator of territories and cultures is a contemporary vision that we have the duty to transfer to the Tuscans and to all those who choose Tuscany for vacation, study, work.’
Destination Tuscany (which can be visited starting today at the following link www.at-bus.it/it/destinationtuscany) is a new section of the website designed to offer local and international travellers, all the information they need to visit the Tuscany region using public transport. What is the cost of my ticket? Can I do it on board? Which bus should I take? What is the closest stop to where I want to go? These are just some of the questions for which the Destination Tuscany project was conceived and the related campaign dedicated to tourism which in turn contains Estate in Bus, a container of summer lines and services active on the coast, from the Apuan Riviera to the Maremma , from June to September. In addition to service information, to facilitate travel and travel, Destination Tuscany will also find space for tourist and cultural information. And again: curiosities, points of interest, connections with railway, port and airport hubs to encourage intermodal mobility. The tourist information is divided by areas, based on the division into tourist areas recognized by the Tuscany Region based on the specificities of each territory and remodeled on the basis of navigation by bus.
Three guidelines dictate the objectives and give shape to the new campaign launched by the regional manager of public road transport: encouraging public transport in favor of private transport – a choice capable of combining economic and environmental sustainability – the rationalization of the dissemination of information to travelers thanks to a single dedicated portal and the creation of a project designed for Tuscan tourism which is active all months of the year.
The Destination Tuscany campaign is accompanied by its own graphic line which alternates iconic places in Tuscany such as Piazzale Michelangelo in Florence or Porto Santo Stefano with others less known but yet to be discovered such as the Rocca di Piancastagnaio. Each destination or location selected for the Destination Tuscany campaign is accompanied by an image that highlights the proximity of a bus stop, also indicating the minutes of walking distance. The graphics of the campaign were created by Mirror while the Riprese Firenze agency created video reels to spread information on social networks, involving the younger generations in discovering the area through the bus. In addition to the new tourist section on the website, available in both Italian and English, the campaign will be widely reported with special posters at ticket offices and bus stations and with hangers inside the buses.
Discover Tuscany, choose the bus.
