Parchi della Val di Cornia

Archaeological and natural parks, museums, documentation centers, hostels, holiday homes, beach facilities, retail and food services — Parchi della Val di Cornia connects the services and attractions of the area of the same name in the province of Livorno to enhance tourism in Val di Cornia.

Cradle of Etruscan civilization, Val di Cornia is an extraordinary territory: an immersive blend of millennia-old history, culture, nature and breathtaking landscapes ready to be experienced in all their intensity.

When Parchi della Val di Cornia approached us, it was fully aware that its image did not reflect the great historical, artistic, cultural and natural value of its offering. Previous attempts to address the issue had failed for several reasons: lack of strategy, inadequate tools and, above all, the intense competition from the many Tuscan tourist destinations.

The challenge we took on was to restore to the Parchi della Val di Cornia brand a level of awareness consistent with its reputation, while simultaneously enhancing the multiple facets of its identity within a single digital environment that was coherent and easy to navigate for different target audiences.

Objectives

• Increase the brand awareness of Parchi della Val di Cornia.
• Improve the perceived quality of the tourism offering.
• Provide Parchi della Val di Cornia with the digital tools needed to engage with all its target audiences.
• Support Parchi della Val di Cornia in its tourism promotion activities.

The initial analysis focused on understanding how to connect the value of the multiple tourism experiences offered by Parchi della Val di Cornia with the different needs of various potential visitor segments in such a complex and competitive region as Tuscany. The authenticity of the experience we conveyed — even before its intrinsic value — proved to be the key differentiating factor that rewarded our work the most. Sincerity, truth and simplicity were the guiding principles behind the development of our project:

• Logo restyling: we redesigned the lettering of the Parchi della Val di Cornia logo to refresh it and make it clearer and more appealing to different target audiences.
• Content creation: first and foremost, we curated informational content with a service-oriented approach for tourists. Every relevant piece of information was collected, refined and published online with users in mind — services, prices, parking, opening hours — for each of the company’s activities. This work made it possible to provide a valuable service to visitors while simultaneously reducing the workload of customer support. Among the content produced, particular attention was given to the photographic and video campaign, designed to narrate and enhance — with a warm, welcoming and sincere TOV — the countless experiences offered by Val di Cornia and its archaeological, architectural, mining, natural, museum and cultural heritage.
• Tourism portal development: the extensive body of content and information produced was then integrated into the new Parchi della Val di Cornia tourism portal, completely renewed both graphically and functionally, and designed with particular attention to usability and accessibility on both desktop and mobile. This was essential for an organization especially attentive to welcoming visitors with disabilities.
• Digital promotion: to support the launch phase of the new tourism portal, we managed social advertising campaigns, complemented by the production of organic content according to a defined editorial calendar.

With the end of the pandemic, the project immediately delivered results in line with the client’s marketing objectives:

• Greater customer satisfaction thanks to a more efficient and precise information and relationship architecture;
• Increase in bookings and tickets sold across almost all destinations (compared to the pre-pandemic period);
• Significant improvement in the brand awareness of Parchi della Val di Cornia.