Make some noise with Bassa Musica – BIT Milan 2023

Experiential marketing for the launch of Pugliautentica.it at the International Tourism Exchange

To present the Pugliautentica.it project at the BIT – International Tourism Exchange in Milan 2023, I designed an experiential territorial marketing campaign aimed at making Puglia's identity recognizable and memorable within the fair.

Context and objectives

The objective was twofold:

- to launch the Pugliautentica.it portal as a reference point for tourism linked to local traditions, rituals, and communities;

- to attract the attention of buyers, tour operators, and the press within a highly competitive space such as BIT.

To do this, we chose to use a strongly identifying element: the Bassa Musica “Città di Molfetta”, transforming our presence at the fair into a promotional campaign for the region on the move.

My role

I was responsible for:

- devising the “Make some noise!” concept as a lever for visibility for Pugliautentica.it;

- involving the Bassa Musica “Città di Molfetta” band and defining a program of itinerant performances between the stands;

- coordinating relations with the Puglia Region, the BIT organization, and the project's partners;

- managing the logistical aspects related to travel, instruments, times, and methods of intervention within the fair.

An unexpected event related to the shipment of one of the main instruments (the bass drum) required tight organizational management, confirming the importance of flexible planning even at trade fairs.

An unexpected issue related to the shipment of one of the main instruments (the bass drum) required tight organizational management, confirming the importance of flexible planning even at trade fairs.

Results

- Significant increase in visibility and visitor flow in the Puglia area and at the space connected to Pugliautentica.it;

- attention from national and international tour operators thanks to the distinctive nature of the musical performance;

- production of video content and communication materials that can be reused on the web and social media;

- strengthening of Pugliautentica's positioning as a project dedicated to authentic Puglia, far from standardized tourist formats.

- considerable increase in online sales of food and wine products;

Find out more

- Project website:

www.pugliautentica.it

- Video of the event at BIT:

https://www.youtube.com/watch?v=Xioz-gJKJUo

Do you want to give your region more visibility at tourism fairs?

I can support you in designing experiential marketing strategies for tourism fairs and exhibitions, working on:

- concepts and formats linked to the identity of the territory;

- coordination between public bodies, cultural organizations, and private operators;

- organizational and logistical management of performances, entertainment, and promotional activities.

Write to me if you want to transform your next trade fair participation into a recognizable experience that is consistent with the history of your territory.

The Case of the Missing Scarcelle - Territorial Marketing at BIT Milan 2025

Molfetta Easter and tourism promotion at the International Tourism Exchange.

On behalf of the Municipality of Molfetta (ba) Italy, I organized participation in the BIT - International Tourism Exchange in Milan 2025, transforming Easter in Molfetta into a trade fair format designed to appeal to buyers, tour operators, and the media.

The goal: to use rituals, music, and gastronomy as concrete tools for territorial marketing.

Context and objectives

The challenge was clear: to bring not just a stand to the fair, but an Easter experience in Molfetta capable of standing out among hundreds of destinations.

Main objectives:

- to recount the Easter rituals of Molfetta through immersive video projections

- to promote the musical tradition of the Bassa Musica “Città di Molfetta” as an element of identity

- to entice buyers with the scarcella, a sweet symbol of our territorial identity, in a guided tasting

My role

For this project, I was responsible for:

- devising the experiential concept for the Molfetta Municipality stand at BIT

- designing the multimedia content (videos, projections, narrative supports) on Holy Week rituals

- coordinating between the municipal administration, regional Infopoint, Bassa Musica, and local tour operators

- organizing the scarcella tasting as a B2B networking opportunity with buyers and the press

- supervising the trade fair logistics, with particular attention to typical products and their “sensitive” management

The gastronomic surprise that made everything memorable

Everything was ready: stand set up, video on loop, scarcelle packaged.

A few minutes before opening, the discovery: two boxes of scarcelle had disappeared. Only empty packages remained in the bin in the regional Infopoint's storage room.

Some curious tour operators had already ‘tested’ the Molfetta tradition in advance.

No panic: we had planned a secret backup supply (never trust only the fair's security). In a few minutes, we reorganized the exhibition and tasting.

The result: a presentation that started on time, a perfect anecdote to break the ice with buyers, and a clear message about what it really means to manage the unexpected in territorial marketing projects.

Partners and network

- Municipality of Molfetta

- Puglia Region / Pugliapromozione Agency

- Infopoint Molfetta

- Bassa Musica “Città di Molfetta”

- tour operators and local producers linked to Easter in Molfetta

- the Holy Week in Apulia project, as a broader narrative and promotional framework

Results

- Molfetta Easter presented at BIT Milan as a structured tourism product, not just a religious event

- Strong interest from buyers and operators in the Easter rituals of Holy Week and the tasting+storytelling format

- Strengthening of Molfetta's image as an authentic destination linked to rituals, music, and traditional cuisine

- A trade fair format that can be replicated for other local festivals and celebrations

Find out more

- Watch the video of the BIT event on my YouTube channel:

https://www.youtube.com/watch?v=drpGPt281xk

- Find out more about Easter in Molfetta and the Holy Week rituals:

https://www.settimanasantainpuglia.it/en/cities/the-ti-te.html

Would you like to promote your traditions at a trade fair?

If you are a local authority, tourist board, or consortium and would like to transform your presence at tourism fairs into a real regional marketing project, I can help you to:

- devise an experiential concept tailored to your identity

- build a multi-channel storytelling (videos, live performances, tastings)

- manage logistics and unexpected events with the same care you devote to the stories of your territory

Write to me and let's plan your next trade fair participation together.

MASKS – Unveiling the Arts and Works Behind the Masks (2024-2026)

European project to promote traditional masks and build international cultural communication between Italy, Spain, Portugal, and Romania.

Context and objectives

MASKS was born from an informal exchange between colleagues on WhatsApp and has become a three-year European project approved by the European Commission.

For three years, we will work on promoting anthropological and zoomorphic masks linked to the millennial traditions of different territories, combining research, training, visual arts, and communication.

Main objectives:

- to convey the cultural value and identity of traditional European masks

- to create a digital archive of masks and related ritual practices

- to involve local communities, artists, artisans, and institutions in training and exchange programs

- to give international visibility to areas that are often off the beaten tourist track

My role in the project

For MASKS, I am in charge of the project's international communication.

In particular, I am responsible for:

- defining the European communication strategy (key messages, tone of voice, target audience)

- designing and coordinating multimedia content: website, videos, photo reports, social media

- managing media & stakeholder relations, liaising with universities, research institutes, cultural bodies, and local administrations

- providing behind-the-scenes insights into the project with the ironic and practical perspective that I bring from southern Italy

Partners and network

MASKS brings together a network of 12 partners, including:

- Universities

- Training centers

- Research institutes

- Cultural bodies and local administrations

The countries involved are Spain, Portugal, Romania, and Italy, in a continuous dialogue between academia, communities, and professionals in the fields of culture and communication.

Expected results and impact

- 3 years of activities funded by the European Commission (2024-2026)

- 4 countries involved through workshops, exhibitions, laboratories, and training activities

- 12 partners involved in the creation of a digital archive of traditional European masks

- 2 international exhibitions planned in 2 European Capitals of Culture

- New opportunities for cultural and tourist promotion for often peripheral but richly identity-filled territories

Find out more

- Official project website:https://www.unveilingthemasks.uva.es

- Institutional video:https://youtu.be/dJ8aUiIu-kI

- Documentary on Tricarico (Basilicata):https://www.youtube.com/watch?v=1vs-8td0RSw&t=7s

Field interview:https://youtu.be/epYecj80BM4

Bring your tradition to Europe

If you represent a cultural institution, local government, or organization that wants to promote the rituals, masks, or traditions of your area, I can help you:

- transform an idea into a European project concept

- structure the international communication of the project

- build a network of public and private partners in Italy and abroad

Write to me and let's start figuring out how to put your tradition on the cultural map of Europe.

International photographic exhibition on Holy Week rituals in Italy, Portugal, and Spain. A tourism and cultural marketing project between Rome and Molfetta.

Per Crucem Ad Lucem is an international photographic exhibition dedicated to Holy Week rituals, created to promote the Easter traditions of Italy, Portugal, and Spain and transform them into a real project of tourism and cultural promotion and territorial marketing.

The project: a bridge between three nations

I oversaw the conception, organization, and communication of the exhibition, building a network between municipalities, brotherhoods, embassies, and cultural entities.

The goal: to recount European identity through art photography and promote itineraries linked to Easter rituals.

• Theme: Holy Week rituals in Europe

• Countries involved: Italy, Portugal, Spain

• Focus: tourism promotion, culture, spirituality, popular traditions

Dates, venues, and partners

• Dates: March 30 – April 30, 2025

• Rome: Church of Sant'Antonio dei Portoghesi

• Molfetta: Sala dei Templari

The project was carried out with the prestigious involvement of the Embassies of Spain and Portugal to the Holy See and with the collaboration of the Municipality of Molfetta and Onofrio Grieco's FeArt Cooperative.

When bringing the lights from home becomes the key to success

It wasn't a “perfect” exhibition, it was alive.

An inadequate lighting system forced me to literally bring the lights from my bedroom to illuminate the works. There were plenty of technical glitches, but they made the project even more human and authentic.

One of the most frequent comments from visitors was:

“I didn't think an exhibition could be so engaging and exciting.”

Results and impact on the local area

• Holy Week traditions enhanced through art photography

• European identity told through a universal visual language

• Enthusiastic visitors and international media coverage

• Local network activated between: Molfetta, Braga, Medina de Rioseco, Peñafiel, Bercianos de Aliste

An exportable format for other tourism and cultural promotion projects.

Learn more about the project

• Find out more on the dedicated portal: Holy Week in Puglia (www.settimanasantainpuglia.it)

• Relive the exhibition in video:

  • Rome – Church of Sant'Antonio dei Portoghesihttps://youtube.com/shorts/KZHbVOQgmJQ?si=fJcGicZmJt7Oc0F2

  • Molfetta – Sala dei Templarihttps://youtube.com/shorts/SKtiV8vr7wk?si=G7-Fk8-yaSDw8cct

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Would you like to organize a cultural event to promote your area?

If you are a local authority, cultural organization, or private individual and want to develop an exhibition, festival, or cultural tourism project that brings together the public and private sectors,

contact me for a free initial consultation.

Together, we can design a format tailored to your area.