DMO Stories

Ticino is the southernmost canton in Switzerland, bordering Northern Italy. Its geographic location offers a unique experience of Switzerland with a longer season and mild, Mediterranean climate, together with Italian language, food and culture. Here visitors can experience an unexpected Switzerland - a combination of Swiss quality and Italian lifestyle.

Over the years, the importance of tourism within the destination has increased which is why Ticino Turismo developed a new brand identity. The new brand narrative focuses on highlighting the multitude of moments, stories and experiences that make the destination unique. Micro-experiences underpins the brand strategy, reflecting the diversity in the new brand and creating the fundamental component of storytelling to convey the multitude of experiences to be discovered. 

“A mosaic of unique experiences and emotions”.

100% Ticino Challenge

To bring the idea of micro-experiences to life, a campaign called 100% Ticino was launched as part of the new brand narrative. 


The Concept: 100 videos, 100 days, 10 prizes

Locals and visitors were invited to create their own Ticino moment, based on unique personal experiences and stories that will inspire potential visitors to experience what they love about Ticino. The goal was to create good quality content, but something that is totally original, real and authentic. It didn’t have to be perfectly shot or edited. A true representation of experience in Ticino. 

UGC (User Generated Content) is the catalyst here, and over the years it has become a very popular and successful method for destinations’ to showcase their offer in the most authentic and original way possible, through the eyes of those who have visited or live in the destination first-hand.

The Process

A multi-channel approach was used to invite people to get involved; a press release was published, alongside a dedicated landing page, television and social media. The challenge was free to enter and Ticino Turismo provided any equipment and training needed to effectively capture the content. Groups were trained every Thursday to ensure they understood how the equipment worked. GoPro’s and drones were available, and participants were encouraged to film as much as possible. 

Participants then returned the footage, and a video editor would cut and edit the content, ready to publish one video every day for 100 days. 

The Result 

The challenge produced some fantastic UGC and authentic storytelling content to promote the destination and showcase the diversity of activities and experiences on offer. There was a whole mix of perspectives from families to thrillseekers, outdoor explorers to scuba divers and it received 1.5 million views across social media channels. Have a browse through the 100 videos below, we loved watching all the different experiences!


In December 2018 we met with Ticino Turismo's team in Bellinzona and we interviewed Kaspar Weber - Provisional Director, Manuela Nicoletti - Marketing Director and Country Manager CH, Mauro Verdone - Project Manager 100%Ticino, Luca Preto - Online Manager, Sandra Dissertori - Content & Product Manager, and Laura Gugelmann - Social Media Manager, to ask them more about their rebranding journey.

Mauro Verdone, Project Manager of the campaign 100% Ticino, explained to us the process that led the team to the development of the initiative, and we show it to you in this video.

Members get access to the full case study here.

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