With the arrival of summer, Loano comes up with a renewed image and a clear vision: to establish itself increasingly as a Tourist destination capable of combining well-being, authenticity and quality of life, in every season. “Loano, the vacation that makes you feel good” is the destination's promise, built on a modern, dynamic visual identity consistent with the city's values.
The new image (designed by Studiowiki, a Ligurian agency associated with UNA Aziende della Comunicazione Unite which was given the task by the city administration to implement the contents of the “Strategic Plan for Tourism Development and Marketing”) stems from a deep reflection on the territory and a communication strategy oriented to the needs of the contemporary tourist. A logo that expresses movement and harmony and a fresh, sunny color palette will also be declined for the Four different vacation themes - Sea&Sun, Outdoor&Nature, Food&Craft, Well-being&Sport - to tell the plural identity of Loano in an accessible and engaging way.
“The project to restructure the image and tourism offerings begun in 2022 finds an important turning point today," explain Mayor Luca Lettieri and vice mayor with responsibility for tourism, culture and sports Gianluigi Bocchio - The analysis of the city's tourism system and the ‘Strategic Plan for Tourism Development and Marketing’ prepared by For Tourism experts on the basis of this data led first to the definition of the four tourism ‘souls’ of the city (and thus to the identification of the four primary target audiences of our tourism offer) and then to the construction of ‘Destination networks‘ that would aggregate tourism, sports and outdoor operators ready to work together with us and with each other to reorganize and propose a quality tourism offer, with services, accommodation, experiences and activities adapted to the needs of the four identified segments. In recent months, thanks to the valuable collaboration of Studiowiki, we have further Refined both tourism targets and communication, promotion and supply organization strategies, identifying four specific ‘vacation themes’ to focus on.”.
“The first step in this great work, of course, was the creation of a new brand that would encapsulate, in high-impact yet easily recognizable symbolism and an immediate and catchy slogan all four ‘vacation themes’. The logo developed by Studiowiki encapsulates, in a simple reworking of the letter O, the beauty of sea waves, the plasticity of the movements of those who play sports, and the gentleness of the natural environment marine and inland. The slogan, on the other hand, perfectly summarizes what we have always wanted to bring to the attention of our guests: Coming on vacation to Loano is good for you in so many ways. The work will continue in the coming months, with the creation of a new tourism portal by Edinet, the preparation of targeted communication plans for market placement and, in general, the construction of a proposal that will make Loano not only a tourist destination, so a place to go and spend a few days relaxing and carefree, but a real tourist destination, in which you can Always find something to suit one's vacation needs and a comprehensive and organic offer at all times of the year”.
“We wanted to give back to Loano an image that would live up to its soul: a city that welcomes, regenerates and inspires," explains Frederick Albert, creative director of Studiowiki - Our work starts with the territory and translates into a simple but distinctive visual language that can speak to different audiences without losing authenticity.”.
The main actions included in the strategic communication plan that will be developed in the coming months include the launch of a new tourism portal integrated with the regional DMS system, the distribution of a bilingual target magazine (an evolution of the traditional tourism brochure) and the Strengthening social and digital advertising strategy to enhance experiences, events and itineraries. These are complemented by the work of the Drafting of Destination, a driver of local content production, and ongoing coordination with operators, stakeholders and media to strengthen the city's national and international positioning.
