Touring Club Italiano
a century-old institution, has been at the forefront of Italian tourism. Renowned for its detailed maps, prestigious guidebooks, and large membership base, TCI has established itself as a trusted authority in the travel industry. In an era dominated by fast-paced, consumer-driven travel, TCI faced the challenge of reconnecting with its audience and reaffirming its unique value proposition.
Through extensive research,
TCI and Cayenne discovered a growing trend among travelers:
a desire for more meaningful and introspective experiences.
People were seeking to escape the hustle and bustle of everyday life and reconnect with themselves and their surroundings.
The creative concept behind the campaign was to visually represent this introspective journey.
Film 15’
Film ‘30
By using the technique of "double exposure,"
we've managed to merge stunning Italian landscapes with the faces of travelers,
creating a powerful metaphor for the transformative power of travel.
The campaign's tagline, "Travel is a journey within,"
reinforced the idea that the most profound experiences are often found within ourselves,
not just in the destinations we visit.
Collateral
The campaign's success had a lasting impact on TCI
and the Italian travel industry as a whole.
By shifting its focus from product-centric to value-driven communication,
TCI successfully repositioned itself as a leader in meaningful travel, inspiring a new generation of travelers to explore the world both within and without.
Web
The campaign's success also demonstrated the power of creative storytelling to connect with audiences on an emotional level and drive meaningful change.
Creative Team
Client Touring Club Italiano
Agency Cayenne
Growth & Marketing Director @ TCI Arianna Fabri
Business Unit Manager @ TCI Alessandro Pedrazzini
Executive Creative Director Stefano Tumiatti
Creative Director Matteo Airoldi
Account Director Alessandra Rutigliano
Head of Planning Davide Della Pedrina
Senior Art Director Federico Mariani
Senior Copywriter Marta Agostini
Art Director Karina Noureddin
Copywriter Francesca Luppi
Production Altamarea Film
Director Danxzen (Daniele Zennaro)
Voice Over Marco Zanni
Audio Disc To Disc
Post Production Band