“Livigno, I like it”. The summer 2021 integrated campaign has begun

Piccolo Tibet is back to communicate on the main media with the summer campaign "Livigno, I like it", an invitation to connect with nature and experience, in a unique place in the heart of the Italian Alps, many outdoor activities and much more. In continuity with the strategic and lifestyle positioning path that PR & Go Up Communication has undertaken in 2020 alongside the local Tourist Promotion Agency (APT), the campaign concept aims in fact to show the many facets of the destination between fun, zest for life and relaxation.

The tone of voice of the campaign is modern and transversal. The language is friendly but authoritative, and winks at younger targets and digital natives while emphasizing the richness of Livigno's summer offer. The 30" spot that opens the summer campaign is on air on TV with a planning on national networks for a total duration of six weeks; it shows a new Livigno to those who associate the destination to the combination of sport and active without forgetting shopping, food excellence and wellness. The multi-subject campaign also includes a 15" declination for digital and social, with a planning that in addition to Italy includes some countries in Northern Europe.

"We are proud to announce the start of the summer season from June 12, with an integrated campaign that focuses on our excellence" - says Luca Moretti, President and CEO of APT Livigno. "After the stop of skiing at the threshold of the winter season, we have not stopped preparing and working hard to offer visitors an unforgettable stay, in a summer where, as the borders begin to reopen in Europe, the Italian market makes the difference and plays once again an important role in the success of the season. To position ourselves as a top-of-mind destination, we once again relied on PR & Go Up Communication, the Milan-based integrated agency that has been handling Livigno's press office and public relations since 2018 and has a solid background in tourism and lifestyle communications."

"The year 2020 has taught us to rethink travelers' priorities, adapting the destination's key messages accordingly. With the new summer campaign we respond to the demands of an evolved traveler, for whom the search for an outdoor vacation is not only a need for safety but above all a desire for disconnection, authentic experiences and rediscovered psycho-physical wellbeing: sport is an important component on a par with alternative and soft activities such as yoga, the rich naturalistic offer and the sought-after food and wine that position Livigno among the most sought-after lifestyle destinations in the Alps, in Italy and abroad."  - concludes Albert Redusa Levy, Chief Executive Officer of PR & Go Up Communication Partners. "The campaign is part of an integrated communication strategy, which will accompany Livigno in an important path to enhance its innovative capacity and uniqueness that will lead it to the 2026 Winter Olympics."