Following the first, successful campaign in the summer of 2020, which encouraged Italians to rediscover the regenerative power of nature and beauty after the lockdown, “Tuscany, Endless Renaissance’ is back – a promotional and cultural project developed by Fondazione Sistema Toscana and Toscana Promozione Turistica. A branding campaign that “achieved excellent results in terms of emotional engagement and had a significant impact on the visit intent of potential visitors to Tuscany who saw it”, comments Francesco Palumbo, director of Fondazione Sistema Toscana. “In terms of its impact on the perception of Tuscany, the campaign actually outperformed market benchmarks and was instrumental in showcasing the innovative post-Covid offerings from operators and destinations.”

Balzac also made a small contribution to the planning and media buying for luxury travel publications. The campaign was conceived and produced by the wonderful agency FutureBrand.