Visit Livorno

The Fondazione LEM – Livorno Euro Mediterranea commissioned this project as part of a broader strategy to relaunch and enhance tourism in the areas of Livorno, Collesalvetti and Capraia. The goal was to create a portal that reflects the unique identity of each location while promoting an integrated and cohesive tourism experience.

The main task was to develop a platform that not only preserved the distinctive features of each location but was also capable of interconnecting the various attractions and tourism products within a single digital environment. The goal was to create a portal that reflected the unique identity of each destination while promoting an integrated and cohesive tourism experience.

At the same time, one of the key elements for the project’s success lay in its promotional activities. The crucial challenge was to structure an effective marketing strategy — including targeted campaigns across the main communication channels — that would not only reach a broad audience but also generate meaningful interactions with the resources and content available on the portal, maximizing the value of the visitor experience and promoting local businesses.

Objectives

• Expand tourism visibility by leveraging multiple promotional tools and channels to reach new audiences nationwide.
• Maximize reach and engagement by promoting the portal and its destinations through targeted social media campaigns and a multi-channel video campaign, with the aim of generating interactions and expanding the target audience.
• Innovate the tourism promotion approach through the creation of a unified portal reflecting a diverse, high-quality offering.
• Encourage longer stays and discovery across all sub-destinations within the area, enhancing the overall quality of the tourism experience.
• Engage operators and institutions in a shared development project, supported by high standards of sustainability and quality.
• Increase the area’s attractiveness compared to other Tuscan destinations, strengthening its recognition as a primary tourism destination.

Within the digital transformation journey undertaken for the Visit Livorno brand, several strategic and technological solutions were implemented to position the destination as a leading tourism hub. Designed to address the identified challenges and achieve the defined objectives, these solutions combined technological innovation with respect for the area’s cultural and natural uniqueness. The portal integrates advanced digital tools and a targeted marketing strategy tailored to specific segments.

Brand design and strategic positioning:

• Creation of a cohesive and distinctive visual identity capable of representing the entire destination area, with dedicated adaptations for each sub-destination.
• Strengthening the overall image as a “Blue & Green Destination,” able to attract diverse target audiences through an integrated offering.

Content creation:

• Editorial strategy: a structured research and analysis process led to the development of accurate, consistent and user-oriented textual content. The materials ensure narrative coherence, informational reliability and an authentic storytelling of the area’s attractions, experiences and events.
• Photographic assets: a professional photo shoot was carried out in collaboration with Paolo Ciriello, aimed at building a proprietary visual archive. The images, defined by strong aesthetic quality and stylistic consistency, reinforce the brand’s visual identity and provide the portal with a distinctive and recognizable visual repertoire.
• Audiovisual productions: an institutional launch video was developed as a strategic asset for the multi-channel digital campaign. The content generated significant performance results in terms of reach, views and engagement, contributing to consolidating the portal’s positioning as a tourism promotion hub.

Intuitive and multi-channel digital platform:

• Implementation of a CMS (Content Management System) and a DMS (Destination Management System), enabling centralized management of content and bookings.
• Thematic navigation paths, content categorization and a streamlined menu structure designed to enhance the user experience.
• A switch-based navigation system which, while maintaining stylistic consistency, allows the three destinations to remain clearly distinct within the same platform, yet part of a single integrated system.
• The portal features a dual search system. The first, customizable, allows users to filter content according to specific interest parameters. The second, guided, leverages our robust categorization system to facilitate exploration and content discovery across the website.

Event and experience management tools:

• Online booking options and promotion of tailor-made itineraries.
• Integration of tools for tourism resource management and organic promotion through social media campaigns and dedicated content.

Social media

• For one year, the brand’s social media communication was managed through targeted Facebook and Instagram campaigns aimed at building brand awareness and strengthening recognition of the new institutional brand.
• The strategy focused on an emotional visual language, engagement-driven content and integration with photographic and video campaigns, creating a coordinated and immersive communication ecosystem.

A key element of the Visit Livorno ecosystem was the development of the events portal, a platform dedicated to scheduling and enhancing the city’s cultural, artistic and recreational offering.
Not just a simple calendar, but a dynamic engagement tool, designed to make every initiative easily accessible and easy to use. Advanced features include:

• detailed event pages with constantly updated information,
• personalization and geolocation tools,
• integrated notifications and reminders,
• compatibility with PWA (Progressive Web App) and Alexa skills for an immersive, multi-channel experience.

Thanks to the events portal, Livorno is not only presented as a tourism destination, but experienced day by day through its initiatives, strengthening the connection between the local area, residents and visitors.

Thanks to Zaki’s strategic approach and the innovative solutions implemented, the digital promotion of the Visit Livorno promotional video delivered tangible results in terms of visibility and engagement. During the summer season (June–September), the campaign achieved outstanding performance:

• Reach (unique users reached): over 3,250,000.
• Post engagements: more than 44,000.

The promotional video, boosted across social channels, further amplified the brand’s visibility, with figures showing a significant impact in both quantitative and qualitative terms:

• Total reach: 2,727,086
• Impressions: 7,197,650
• Clicks (on the video and related elements): 72,310
• Page engagement: 713,815

These results confirm the campaign’s strong impact — not only in terms of visibility, but also in terms of engagement and active user participation.