Brand Strategy / Digital Campaign
Client brief - Lazio Region Tourism Board
The Problem
Lazio attracts millions of tourists every year, but tourism is extremely concentrated in the capital. More than 90% of visitors stay within Rome - Viterbo, the coast, and Tivoli remain effectively invisible to international travellers.
Business Objective
Tourists to Lazio currently stay 3.1 nights on average. The objective: push average stay to 5 nights, and shift 10% more tourists from Rome into the wider region.
28–40
Seeks depth over breadth - countryside, food, art. Stays longer, spends more per day, and prizes authenticity.
40–60
High-spending, history-loving couples flying in from the US, UK and Germany. Will pay a premium for exclusive access and guided depth.
22–35
Discovers travel through TikTok and Instagram. Driven by aesthetics, hidden spots and shareable moments.
Key Insight
They're already in Rome - they just don't know what else exists.
| Competitor | Strength | Weakness |
|---|---|---|
| Visit Tuscany | Strong content, beautiful visuals | Over-saturated, feels generic |
| Visit Sicily | Clear identity (sun, sea, food) | Struggles with year-round messaging |
The aim: fill the gaps competitors leave open and draw a new wave of tourism into Lazio - a region with year-round depth that hasn't been marketed as one.
Top of Funnel - Discovery - Youth audience
Reach a wide audience with native short-form content. Primary KPIs: views, shares, overall reach.
Mid Funnel - Consideration - Older audience
Capture intent on specific queries. KPIs: organic traffic, newsletter signups, time on page.
Mid Funnel - Incentivizing - Young to mid-age
Partner with micro-influencers (50k–300k followers) with high engagement. KPIs: engagement rate, link clicks, saves.
Bottom Funnel - Conversion
Weekly emails to opted-in travellers with itineraries, events and offers. Targets: 30% open rate, 5% click rate, booking referrals.
Retargeting - Lookalike Audiences
Re-engage warm audiences and scale lookalikes built off newsletter and booking events.
TikTok + Reels (60s) - 3× / week
Instagram + Blog carousel & long-form guide - 1× / month
January
Winter in Lazio - slower, cheaper, better
Off-season positioning
February
Valentine's - romantic destinations beyond Rome
Couples segment
March
Spring bloom - countryside and nature
Slow travel segment
April
Easter & Holy Week - cultural depth
Culture tourists
Pirate metrics, adopted across the funnel. Tools and benchmarks vary by audience and platform.
Awareness
KPI
Reach & impressions
12-month target
50M impressions
Tool
Meta analytics, TikTok Studio, web analytics
Acquisition
KPI
Website sessions from social & paid
12-month target
50K new sessions/month by month 6
Tool
GA4
Activation
KPI
Newsletter signups & itinerary downloads
12-month target
15K signups by month 9
Tool
Email/Newsletter platform
Revenue
KPI
Booking referrals to local partners
12-month target
€500K extra partner revenue via referrals
Tool
Affiliate tracking
Retention
KPI
Return visitors & repeated engagement
12-month target
Repeat engagement uplift across newsletter cohort
Tool
GA4 cohorts, affiliate tracking