Case history

Friuli Venezia Giulia.

The Scenario

The Friuli-Venezia Giulia Regional Council planned a series of initiatives positioning Friuli-Venezia Giulia as a tourist attraction for the 2012-2015 three-year period and then again for 2015-2018. The initiatives deploy integrated campaigns in a project with national and international scope, focused on promoting a consistent image of the region and its tourism products across Italy and abroad.

The Challenge

Operating in a temporary joint venture of Italian and international partners, Mailander contributes to the conception, implementation and management of the project’s public relations initiatives. The agency has devised an integrated communications system that leverages the diversity, quality and long-term continuity of the initiatives to develop multiple aligned personalised messages for the media, operators and key opinion leaders: educational tours for journalists, roadshows with B2B workshops in Italy and abroad, and relations with TV broadcasters and major international publishers.