“Multi-channel” project

The idea behind the “multi-channel” project developed by Eclettica-Akura for Turismo Torino e Provincia targeted original, low-budget promotion of winter tourism traffic towards small winter ski resorts in the Alps around Turin.

To arouse citizens’ curiosity and interest, an ambient marketing campaign has been organized in the streets of various North Italian cities, placing huge “mittens” on parked cars to convey the concept of accessible mountain sports “within easy reach”.

The concept of the mitten was also reflected in the information leaflets, while special offers were communicated on the web with a digital PR activity intended to promote virtual word of mouth and spontaneous publication of articles and posts on websites and blogs.