18° PREMIO ASSOREL – COMMUNICATION FOR THE PUBLIC ADMINISTRATION – #ELBAMOVIE – THE NAPOLEON TESTAMENT

18° PREMIO ASSOREL – COMMUNICATION PLAN FOR THE ENHANCEMENT OF THE ARTISTIC AND DESTINATION HERITAGE – #ELBAMOVIE THE NAPOLEON TESTAMENT

The Scenario

For the first time, Elba’s eight municipalities came together in a joint tourism promotion project in which Elba itself became the centre of an experiential storytelling experience with narrative bridges that connect the island’s history with its places and features. The distinctive new positioning is mainly connected with the experience the island offers as an ideal destination for independent active tourism.

The Challenge

To refresh and consolidate Elba’s positioning with a global proposition for tourists from Italy and the rest of the world. To achieve this, the communications deployed decidedly innovative tools and languages for the sector, including #Elbamovie – Napoleon’s Legacy –a web series that links the island’s Napoleonic past with the present. This destination marketing was based on prosumer tourism, speaking to the producers and consumers of content connected with the distinctive features of the island itself.