Finale Ligure, 27 October 2022 – Outdoor activities, nature, culture, sea, taste: five themes for promoting tourism in the area through the stories, faces and voices of the inhabitants and people who work every day to make it “the perfect place”.
This happened in Finale Ligure, which in 2022 chose to present itself through the communication campaign ‘My Perfect Place’, which focused on the people of Finale and their stories. Stories that concretely represent the daily commitment of a local community that, day after day, takes care of the place where it lives and loves, to make it increasingly lively, attractive and welcoming for its inhabitants and tourists.

An online monthly magazine, a photography project and a web series are the three main tools of the joint campaign for the tourist destination. Through the stories of real people committed to caring for and protecting the heritage, landscape, environment and territory, Finale has sought to affirm the intrinsic value of its tourism product, guaranteed by the commitment demonstrated by the people who make that product every day: from restaurateurs to tourist and nature guides, from hoteliers to producers of local specialities, from outdoor sports enthusiasts, both on land and at sea, to artisans, traders and representatives of the world of art and culture in Finale.

In the ‘Persone’ (People) project, 30 photographs by Corrado Murlo, a photographer specialising in portraits and documentary and creative photography, tell as many stories from Finale, revealing an unusual image of the people and their connection with the area. The result was a photographic exhibition, both real, throughout last summer in the Cloisters of Santa Caterina, and virtual, always visible on the VisitFinaleLigure.it website.

The photographs are accompanied by stories about 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, whose first season has just ended. 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.

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.

The ‘My Perfect Place’ campaign, commissioned by the Municipality of Finale Ligure, was curated by the Savona-based communications agency Studiowiki, associated with UNA – Aziende della Comunicazione Unite (United Communications Companies) and a member of DE.DE – Destination Design, the network of companies awarded the tourism management service for the Finale Ligure destination.

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For further information
Paola Iacona – Mobile 349 5345983 – press@visitfinaleligure.it
DE.DE Communications Department press@destinationdesign.it Tel. 019 2054914
Tourist Office – City of Finale Ligure – www.comunefinaleligure.it Tel. 019-6890282