Showcasing Italy’s Tourism Heritage During Covid
The Enit Case Study
How do you communicate Italy’s tourism resources through original written content and evocative imagery, for both Italian and international travelers?
ENIT was looking for a professional content partner: multilingual copy and visuals (Italian, English, French, German, Spanish, Chinese, Russian) for events, trade shows and publications in magazines, newspapers and online outlets.
BRAND REPUTATION GROWTH
GROWTH IN INTEREST FOR ITALY
BRAND AWARENESS GROWTH
Who Is Enit?
ENIT was founded in 1919 under the name National Agency for the Growth of the Tourism Industry; since 2005 it has operated as Italy’s National Tourism Agency, with expanded areas of responsibility.
The agency has undergone several transformations, most recently in 2014, when it became a public economic body, autonomous and under the direct oversight of the Ministry of Tourism.
Its goal is to promote Italy’s tourism offering to two categories of users:
- industry operators, both Italian and international
- tourists, Italian and international, current or prospective.
The Problem to Solve
Communicating Italy’s tourism assets through original written content and evocative imagery, for both Italian and international travelers.
ENIT was looking for a professional content partner: multilingual copy and visuals (Italian, English, French, German, Spanish, Chinese, Russian) for events, trade shows and publications in magazines, newspapers and online outlets.
- 966 FOTOGRAFIE
- 100 ARTICOLI prodotti
- 24 DOCUMENTI UFFICIALI TRADOTTI SU TURISMO E COVID (LIMITAZIONI, PRECAUZIONI, RIAPERTURA)
- 277.659 PAROLE SCRITTE (ITA, ENG, FRA, TED, SPA, RUS)]
The Challenge
There were multiple challenges.
The first was putting ourselves in the shoes of the international traveler, with different needs, habits and expectations than Italian tourists.
The second was communicating lesser-known destinations compared to Italy’s evergreen art cities, generating interest in activities, events, villages and towns deserving of attention for their beauty.
The third was sparking interest among travelers who were unable to travel at all.
In March 2020, in fact, just 5 months into the project, the Covid-19 pandemic began, followed by a nationwide lockdown and a complete halt to domestic and international tourism.
How do you communicate with travelers while keeping the desire to visit Italy alive?
The Solution We Found
Before even defining a communication plan that accounted for these issues, it was important to identify the audience of potential customers ENIT was addressing.
This led to identifying three different types of Buyer Personas:
- domestic users
- business users
- property administrators
All without compromising SEO, essential for keeping the website visible on search engines.
For each user, we designed a smooth, intuitive path that leads them easily to what they need.
From a communication standpoint, it’s essential never to lose sight of the fact that the goal of a company operating online is to convert.
That’s why SEO writing becomes essential. To increase organic traffic to the site, content needs to be created around the right keywords, so pages rank in the best positions in search results.
All while never losing sight of the need to use language that’s clear and appropriate for the type of users being addressed.
On the communication front, we adopted an organic strategy that showcased the green soul of AGN Energia, its sustainability-driven mission, through the adoption of an editorial plan that includes:
- sharing industry news
- promotional messaging and sponsorship of its own services
- creating always up-to-date sections within the site.
The second focus is on content.
To project an updated brand image, we designed a pervasive communication approach spanning social pages, the new website and the blog.
A communication approach that leverages every online touchpoint with users to deliver targeted messages to the intended audience.
In terms of themes, the key communication pillars were: AGN Energia’s core business, namely LPG, and its mission rooted in deep respect for the environment, aimed at showcasing the forward-thinking nature of the solutions offered.
Results Achieved
The project boosted ENIT’s brand reputation and increased brand awareness (i.e., its brand recognition).
The collaboration quickly produced high-value content that generated interest not only in Italy’s already-famous art cities, but also in lesser-known towns and attractions across the country.
Travelers found in the Italia.it platform a virtual space to discover inspiration for upcoming trips and stay informed on active travel regulations during the Covid-19 period.
- Brand awareness
- Reputation and reliability
- Interest in destinations
Project by the numbers
- 966 PHOTOGRAPHS
- 70 BLOG ARTICLES (IT + EN)
- 10 ARTICLES FOR INTERNATIONAL TOURISM PROMOTION MAGAZINES
- 7 REGIONAL PROFILES
- 20 ARTICLES FOR GAZZETTA DELLO SPORT (GIRO D’ITALIA)
- 24 OFFICIAL DOCUMENTS TRANSLATED ON TOURISM AND COVID (RESTRICTIONS, PRECAUTIONS, REOPENING)
- 76,694 WORDS WRITTEN IN ITALIAN
- 200,965 WORDS WRITTEN OR TRANSLATED IN ENGLISH / FRENCH / GERMAN / SPANISH / RUSSIAN
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