The Italian National Tourism Board promotes the beauty of Italy and inspires the world to visit every corner of the country through a myriad of dynamic marketing programs.
Every year, vast numbers of travellers help fuel Italy’s economy, but they're also primary contributors to Italy’s biggest tourism challenge: Overtourism. Taking a different approach to our client's previous campaigns, The Lucid Agency was engaged to design and implement a fresh ‘Uncovered Italy’ campaign to raise awareness of Italy’s ‘off the beaten path’ destinations – also highlighting the concept of sustainable tourism – via the Italian National Tourism Board’s social and digital channels.
First, set the objective: To influence people’s decisions around travel plans they’ve not yet booked. Lucid created a multi-platform digital advertising program that highlighted the true diversity of Italy as a travel destination, including destinations and activities that are little known about, but promise to rival popular destinations and satisfy visitors’ desire for authentic Italian cultural experiences.
Using compelling copy and enticing images, a mix of organic and sponsored posts, as well as advertising units, were created as part of a highly engaging content strategy across Facebook, Twitter, and Instagram. A content amplification program was also implemented through Outbrain.
With our work, The Italian National Tourism Board succeeded in raising their following across social channels with a 46% increase in followers on Facebook, 89% on Instagram, and 49% on Twitter. Strong engagement rates were also achieved with an average of 12% engagement rate across all platforms. Above all, we delivered a fresh perspective, positioning the tourism board as a source for high quality and inspirational content to inspire greater dispersal among travellers to Italy.