EN / IT
Terre Borromeo is a collection of properties owned by the Borromeo family, now open to the public. The complex includes Rocca di Angera, the two islands (Isola Bella and Isola Madre), and the two parks (Pallavicino and Mottarone). Additionally, Castelli di Cannero offers guided archaeological tours.
For Terre Borromeo, we first developed a clear tone of voice for each location (e.g., that of Parco Pallavicino is more playful because it speaks to families, while that of the islands is more informative and educational).
Regarding the visuals, we unified the identity of all profiles, translating the pre-existing brand identity into a language that is increasingly performant for the reference channels, highlighting, also through the use of graphic content, the different souls of the places (e.g., the story of the fauna of Parco Pallavicino). As for the adv strategy, we amplified the communication with boosted posts and conversion campaigns on Google that promoted visits to the locations and accommodation and catering services.
For Terre Borromeo, we created a digital brand book with the aim of defining the communication guidelines. The document clarifies the colors and typography to be used, proposes recognizable storytelling models suitable for the narrative needs of Terre Borromeo, and is designed to make the brand’s communication more contemporary and stimulating.
The first objective was to create a coherent visual identity while respecting each reality of Terre Borromeo, increasing the brand awareness of the individual profiles.
Content creation has progressively increased and over the months has seen a multiplication of shootings following the results achieved. As for advertising, finally, we have optimized everything related to tracking and capitalized on advertising investments to the fullest.