{:en}The City of Loano has also decided to join “Una Liguria sopra le righe,” the new campaign launched by Regione Liguria for summer 2018 that aims to tell the story of the beauty of our territory through the creation of several colorful itineraries that will pass through its most fascinating and interesting sights.
Each of the 78 participating municipalities will be crossed by three routes, three colored lines painted on the road, three ways of experiencing Liguria: art (red), curiosity (blue) and children (yellow). Visitors will be able to choose one or more routes, thus going on a discovery of the more than 3,000 stops that dot them: the “prides,” those places of which the inhabitants are proud. In all, 3,019 stages have been selected for 485 kilometers of colorful routes.
Accompanied by the colored lines, one can discover a hidden, often secret Liguria with much to tell. These are not the “usual” tourist guide itineraries: the definition of the total 228 routes has been entrusted to individual municipalities, which in turn have delegated it to their citizens (associations, pro loco, parishes). The experience of living the territory is thus suggested “from the grassroots”: for the first time it will be the Ligurians themselves who will tell about their land, showing their pride in living there.
Explains Loano Mayor Luigi Pignocca: “The new campaign of ‘A Liguria Above the Rows’ aims to introduce tourists (and also our fellow citizens) to some of the most beautiful and interesting places in our area. Our city has many beauties that are a source of great pride for us. The routes developed with the fundamental contribution of the offices perfectly summarize the characteristics of Loano not only as a seaside resort, but also as a city of art, culture and family-friendly. We are sure that our guests will greatly appreciate the itineraries we have developed for them.”.
As for Loano, the red route will allow visitors to discover the many artistic fountains in the town's territory: starting from Piazza Italia, it will touch on the Giovanna Fountain, Walter Valentini's “The Measures, the Sky” fountain, Ugo Nespolo's “At the Top of the World” fountain, Bruno Chersicla's “Conversations at the Fountain,” Silvio Lorenzini's “Fountain of the Hours,” Bruno Chersicla's “Neptune,” and Fulvio Filidei's “Loano's Rhythmic Vibrations” fountain.
The blue route (linked to curiosities) will follow an itinerary that, starting from Italy Square, will touch on the Oratory of Our Lady of the Most Holy Rosary of the Cappe Turchine, the Oratory of the Disciplinants of St. John the Baptist of the White Chapels, the permanent exhibition of the Sea Museum in Kursaal Palace, the bridge of St. Sebastian, the convent of Mount Carmel, Borgo Castello and the medieval bridge.
The yellow route, dedicated to children, will run through the city's playgrounds: from Piazza Italia it will stop at Lanteri-Parodi Gardens, Pöllin Playground, Rocca Park, Don Leone Grossi Park, and Parco delle Rose. Also part of the yellow route this year is “Castles of Sand - Budding Architects,” the sand building competition sponsored by the Department of Tourism, Culture and Sports scheduled for Tuesday, July 10. Now in its 32nd year, the contest features children, who will turn into little architects for a day and try their hand at building imaginative and elaborate sand constructions. The best achievements will be awarded at a ceremony to be held on Wednesday, July 11, at 9 p.m. in the summer arena of the Prince's Garden.
“The Red Itinerary and the Blue Itinerary,” adds Tourism and Culture Councillor Remo Zaccaria, "make it possible to retrace the various stages of Loano's past through the treasures that make up its cultural heritage. From religious to civic buildings, from ancient to more modern architectural works, from historical to artistic testimonies: everything contributes to telling the story of how Loano used to be and explaining why it is the way it is today. Finally, the yellow itinerary, dedicated to playgrounds, is designed for children, that is, those who will have to pass on the memory of this important past.".
Ligurians will also be featured in regional media, with the campaign that will be on air from July 16 in support of “Liguria over the top” and will also feature “testimonials” from the different localities.
The Superintendence for Archaeology, Fine Arts and Landscape for the metropolitan city of Genoa and the provinces of Imperia, La Spezia and Savona was involved from the very beginning of the planning process for the proper assessments of the impact of the campaign in the constrained sites: “The Superintendency is grateful to the Region for its direct and concrete involvement in the methods of implementation of the new summer program for the enhancement of the territory,” emphasized Superintendent Vincenzo Tiné. "The need for correct and homogeneous signaling of cultural attractions is obvious to all, and the Region has rightly taken charge of this standardization of the methods of accompanying tourists and citizens in the discovery of local treasures. The use of the dual technique, painted and adhesive, for the installation of the strips/pallets guarantees the protection of historic pavements under the same conditions of visibility.".
“A Liguria Over the Top” was made possible thanks to sponsor Boero, which offered free special erasable, non-slip paint and stickers for places with historic pavements.
From the pride of showing one's own territory comes the hashtag that will accompany the Ligurian summer: #orgoglioliguria, which will be gradually matched by the many hashtags dedicated to individual municipalities (from #orgogliotaggia to #orgoglioarcola, etc.). Social media will thus be the place for the story, and again the Ligurians themselves will be the protagonists: following the same strategy as #orgogliopesto, where alongside the activity of Regione Liguria there were thousands of contents posted by participants, the goal is to reach the general public with the widespread participation of citizens and tourists.
And this summer Liguria will peep into the homes of Italians thanks to the commercial wanted by Regione Liguria and that has been on air since July 1. A spot that shows an unexpected Liguria, full of energy and beautiful to live in: “After so many years, Liguria is finally back in the spotlight, thanks to the beauty of its territory and the ability of the tour operators, and above all to one of the most typical feelings of this land: pride,‘ commented Liguria Region President Giovanni Toti. ’The first television campaign on national networks after so many years wants to address a public that must return to consider Liguria as a destination for quality tourism. With ”Una Liguria sopra le righe' for the first time Ligurians are directly asked, through their pride, to make themselves protagonists in the enhancement of their land.".
Shot between Boccadasse, the sea of Camogli, Varazze and Beigua, the spot stars Nicole Mazzocato and Fabio Colloricchio, a couple on TV and in life, with more than 2 million followers on Instagram. Produced by the Miyagi agency in Milan using only Ligurian craftsmen and locations suggested by the Genoa Liguria Film Commission, it targets those tourists who have known Liguria-perhaps as young people with their families-but no longer frequent it. Behind the Liguria of artistic beauty and pesto, the spot suggests, lives a region where you can dance on the beach, surf or downhill, and kiss at sunset.{:}
