An online magazine, a photography project and a five-part web series to promote the tourist destination through the stories and faces of its protagonists,
in a choral campaign that tells the story of the area and its identity.

Finale Ligure, 6 December 2022 – The communication campaign ‘My Perfect Place’, conceived and created on behalf of the Municipality of Finale Ligure by the Savona-based agency Studiowiki – a member of DE.DE – Destination Design, the network of companies awarded the tourism management service for the destination of Finale Ligure – won silver in the category ‘Italy that communicates Italy’ as part of the ‘Italy that communicates’ award, promoted by UNA – Aziende della Comunicazione Unite (United Communication Companies). This is an important award that recognises the creativity, strategy, execution and results of campaigns identified as outstanding by Italian communication agencies.

Communicating the identity of the area through the stories, faces and voices of the inhabitants and people who work every day to make Finale Ligure ‘a perfect place’. This is the philosophy behind the “My Perfect Place” campaign, which is structured around three main tools – the monthly online magazine “My Perfect Place”, the “Persone” photography project and the web series “The Perfect Place” – and divided into five themes: outdoor activities, nature, culture, the sea and food.

The award ceremony, held yesterday evening at the Four Seasons in Milan, was attended by Federico Alberto, creative director of Studiowiki, Andrea Guzzi, deputy mayor of Finale Ligure, and Isabella Cerisola, Secretary General and Head of the Culture and Tourism Office of the Municipality of Finale Ligure.

‘The challenge was to convey the identity and positioning of Finale Ligure, a historic seaside resort that has recently become the world capital of outdoor activities, in a new way, trying to overturn paradigms, looking around us and starting from the landscape, which unites the people who live, work and holiday here,’ explains Federico Alberto, creative director of Studiowiki. “The voice of a community resonates louder than the sum of its parts. That’s why we launched a call across the region to collect stories, created a magazine to tell them, called in a portrait photographer to photograph the protagonists and turned it into an exhibition, created a web series to bring them together, and had them interviewed by Radio Babboleo to make their voices heard. And so the individual voices merged into a chorus and became: landscape’.

‘We can only be proud of this prestigious award, which recognises the “My Perfect Place” campaign but above all celebrates the role of the Finale community in building and promoting the area’s tourist offering in all its dimensions, from seaside to outdoor activities, from culture to food and wine,’ comments Andrea Guzzi, Deputy Mayor of Finale Ligure. ‘It is the community that makes the area: the residents, but also the temporary residents, hikers and tourists we welcome all year round, who are our best ambassadors. Through their stories, Finale has been able to convey and demonstrate in an authentic and concrete way the quality of its hospitality and tourist offering.’

In the ‘Persone’ (People) project, 30 photographs by Corrado Murlo, a photographer specialising in portraits and documentary and creative photography, tell 30 stories from Finale, revealing an unusual image of the people and their connection with the area. The result is a photographic exhibition, both real, held throughout last summer in the Cloisters of Santa Caterina in Finalborgo, and virtual, always visible on the VisitFinaleLigure.it website. The photographs are accompanied by the stories of the protagonists, published every month in the online magazine ‘My Perfect Place’, as well as the web series ‘The Perfect Place’, produced by Artescienza and directed by Samuele Wurtz. Five video stories dedicated respectively to the outdoors, nature, culture, the sea and food, collected during conversations with the protagonists against the backdrop of the Finale area. Thanks to the media partnership with Radio Babboleo, five interviews finally allowed us to discover the tourist attractions of Finale Ligure through the voices of some of its most representative figures.

The low-budget campaign, which was mainly focused on digital channels, achieved important objectives. The digital communication data is certainly significant, with the ‘My Perfect Place’ newsletter recording an average open rate of 48.9%, the Visit Finale Instagram profile marking a 2,153% increase in reach and a 31% increase in visits, and the Facebook page gaining 1,146% in reach, 417% in likes and 158% in visits.

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For further information
Paola Iacona – Mobile: 349 5345983 – paola.iacona@studiowiki.it