Manuela Nicoletti, Director of Marketing at Ticino Turismo, speaks about the evolution of the destination brand we see today, and how this new brand has been effective in communicating the many different elements that make Ticino unique.

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Manuela also shares insight into the importance of content within the communication strategy, generating good video material and photo galleries, focusing on storytelling and inspirational content as well as why traditional print media is still included in the strategy. Micro experiences are also part of the new strategy.