Giorgio Chiellini stars in the new campaign for Visit Livorno

An internationally renowned face, a set that captures the soul of the city, and a direction designed to enhance its heritage. In recent days, filming began in Livorno for the commercial starring Giorgio Chiellini, which will be at the heart of the new tourism promotion campaign launched by the Fondazione Lem.

The concept and creative direction of the project are signed by Zaki, already working alongside the Municipality of Livorno in developing integrated communication activities, including the new Visit Livorno portal, the digital events calendar, and the promotional video, which surpassed 2.7 million users reached in the first months of distribution.

Currently in production, the commercial will be launched in January 2026 with the aim of strengthening Livorno’s image as a distinctive tourist destination in Italy and abroad. Not a city that simply presents itself, but a city capable of attracting, engaging, and winning people over.

The campaign will be distributed across social media, leading national broadcasters, and smart TVs, with a targeted media plan designed to reach specific audiences and expand the visibility of the area.