Territorial marketing, brand identity, and digital development

Territorial marketing, brand identity, and digital development

Route Basilicata

OTIX created the Route Basilicata project for APT Basilicata with the aim of enhancing the Basilicata region's outdoor offering through an integrated digital ecosystem. The project transformed existing hiking routes into accessible digital experiences through a multi-channel promotional approach. OTIX developed a marketing strategy centered around the guide "Camminare in Basilicata" published by APT Basilicata, which was used as a starting point to showcase the territory and actively engage digital users. The routes described in the guide were digitized and integrated onto specialized apps, while the project's information materials were translated into English, French, and German using certified translations, ensuring the campaign's international reach. [nl]new-line[/nl] [grid-2] magazine/article112/1.jpg magazine/article112/2.jpg [/grid-2] [nl]new-line[/nl] The core tool for achieving these objectives was the development of the Route Basilicata brand, through the creation of a logo and design capable of encapsulating the concepts of movement, territory, and nature in a concise and recognizable way. We designed and built a dedicated landing page (routebasilicata.it) to host informative and visual content, serving as a reference point for users interested in outdoor experiences in Basilicata. The planned expansion of the initiative aims to provide a clear and detailed overview of the outdoor opportunities available in Basilicata, with sections dedicated to itineraries, activities, and services for hikers and cycling tourists. [nl]new-line[/nl] [grid-4] magazine/article112/3.jpg magazine/article112/4.jpg magazine/article112/5.jpg magazine/article112/6.jpg [/grid-4] [nl]new-line[/nl] Through the launch and management of social media channels, we structured an editorial plan rich in visual, textual, and multimedia content. The production of videos and live reports from the Lucanian trails, curated by a hiking guide, strengthened engagement. The official promotional video, distributed on social media, exceeded the target of one million impressions, contributing to community growth and brand positioning. [nl]new-line[/nl] [grid-2] magazine/article112/7.jpg magazine/article112/8.jpg [/grid-2] [nl]new-line[/nl]