Christmas in Assisi? Sì ! (Yes!) The winter tourism campaign created by Armando Testa.

The Municipality of Assisi and the Armando Testa agency are collaborating together once again to create the communication campaign dedicated to promoting winter tourism in 2024-2025 in the city of Saint Francis. 

The goal of the campaign is to describe the variety and wealth of activities planned in the area of Assisi for the Christmas and New Year season. At the same time showcasing Assisi in its role as a capital for tourism  at 360° : a place  with lots of attractions  for all kinds of visitors, not only those looking for a religious experience. 

The creative idea is the « Christmas »  development of the idea used for the summer tourism campaign : in the very name of Assisi, which features a « Si » (Yes) at its very heart, you can find the answer to anything you might ask of an unforgettable experience. Above all at Christmas, when it becomes even more magical. 

Indeed Assisi answers « Sì » to everyone, regardless of age, whether you are travelling alone, as a couple or with your family. It’s a city that says yes to anyone looking for nature, beauty, art, music, theatre and even to anyone who gets swept up in the magical Christmas atmosphere, with its lights, markets, festive trains and trees majestically decorated with lights.

In this case too the « Sì »  of Assisi becomes the visual element featured in a unique way in the campaign, giving it a strong and distinctive identity making it communicatively effective and having all the synthesis of a logo. 

The campaign includes targeted planning in the outdoor circuit of the metro of Rome and Milan, the use of billboards in Umbira and a content strategy on the social channels of the Municipality of Assisi. 

Credits

Client: City of  Assisi

Agency: Armando Testa

Creative Direction : Raffaele Balducci

Creative team: Daniele Bona, Alessio Caminiti, Thomas Marino

Social Media Manager: Sara Zavattaro

Head of client service Turin: Giovanna Farè

Client Service: Federica Cartocci

Media Strategy : The Gate Communication