Following a highly innovative format, a project sponsored by an Italian regional tourism board substituted huge ad agencies with young videomakers, bloggers and generally creative minds from all over the world.
The idea behind the project is to put communication into the hands of young trend-setters, guys that are able to give an entirely novel perspective of the area. And then get the message out.
Seven people, seven days in the region, to create seven extraordinary videos.
Digital Diary #1 was funded by the Agenzia di Promozione Turistica della Basilicata, the Basilicata Region Tourism Board.
It’s interesting, and unprecedented, that a little-known region, relatively new to the world of territorial marketing compared to other giants around, committed itself to such a ground-breaking, 2.0-focused project.
At a time when tourism marketing has hit rock bottom, the Digital Diary is not taking aerial shots, tacky photoshopped sunsets or using million-dollar testimonials. The approach is decidedly more guerrilla, and all material produced is free of copyright to encourage peer-to-peer diffusion.
