Modena launches "Modena. Better in person": new 2026 tourism campaign

Modena launches "Modena. Better in person": new 2026 tourism campaign

The Municipality of Modena has presented the 2026 tourism promotion campaign titled "Modena. Better in person", aimed at encouraging visitors to convert online inspiration into real, multisensory experiences. The initiative responds to the "Dreaming vs Doing" dynamic, where high-quality digital content can replace direct experience.

• Goal: increase arrivals, overnight stays and length of visit by promoting quality, year‑round tourism.
• Investment: €26,950 for original content production and digital advertising, with activities scheduled through early September.
• Content: teaser videos, a narrative Hero video, three sensory cuts and twelve Reels to be released through July.
• Channels: VisitModena on Instagram, Facebook, YouTube, Google (Search and video network) and Spotify.
• Target: domestic market, focusing on major northern and central Italian cities (notably Bologna, Milan and Rome).

The campaign was presented at city hall by Tourism Councillor Andrea Bortolamasi together with Giovanni Bertugli and Cecilia Pedroni of agency HappyMinds. It uses a three‑act narrative designed to interrupt scrolling and prompt users to move from digital contemplation to physical visits.

The project is produced by the Municipality of Modena’s City and Tourism Promotion office with HappyMinds, funded under Regional Law no. 12/23 for sustainable territorial valorisation.