Minale Tattersfield is to brand the entire Lake Garda tourist region of Italy after winning the project in a pitch against three Italian consultancies.
Lake Garda is the largest of the Italian lakes and a region in its own right, comprising three territories: Veneto, Trento and Lombardia.
According to Minale Tattersfield partner Marcello Minale, this is the first time individual regions in the country have collaborated to promote an area. ‘Because the territories previously worked separately, there is a mishmash of hundreds of ideas and branding approaches,’ he says.
The region offers skiing, water sports, mountain biking and beaches, among other activities. ‘Our research showed that lakes are generally seen as rather sombre or tranquil, but Lake Garda is thought of as more of a sea-side resort,’ says Minale. ‘But how do you brand something that has everything – from golf to five star hotels – and that appeals to both young, active people and to older people? The big challenge is to get to the essence of this offer.’
The work is being overseen by the consultancy’s London office and developed in collaboration with a committee of representatives from the three territories and several consortia of stakeholder businesses. The committee is set to select one of five concepts presented by Minale Tattersfield.
The branding will be applied to all Lake Garda printed materials. The group will also design the stand used to unveil the identity at the World Travel Market trade exhibition at Excel in London, opening on 7 November.