We receive and publish the following press release from Encanto Public Relations
Italy Homeland of Beauty. We will discuss it at the Forum of Beauty on November 21, 2024 at the Luigi Rovati Foundation, Corso Venezia 52.
Communicate and give visibility to the most hidden cultural places It is a response to the challenges of overtourism
A first report of results on “pro bono adoptions” among the cultural entities promoted by the Foundation shows how the role of communication is crucial to reach the target audience
From museums to historical archives, from small villages to widespread theaters, from social projects in neighborhoods to contemporary art; supporting and enhancing a cultural heritage, which represents the international recognizability of Italy, through concrete help in the communication of the little ones
The third edition of the Forum della Bellezza opens in Milan on November 21st at 9.30 am at the Luigi Rovati Foundation, in which museums, villages and minor cultural realities throughout Italy they come together to exchange ideas and strategies and to learn how to attract visitors who otherwise overflow in many Italian art cities.
From a first report of results on cultural realities made to be “adopted” pro bono some data emerge from the Foundation:
- • Doubled (in some cases tripled) accesses
- • visits increased from 10 to 60% in the long term
- • increase in the awareness of sites and projects between 20 and 40%
This first report was conducted on approximately 35 winning cultural realities of the past editions of the call of the Fondazione Italia Patria Della Bellezza. The call each year allows for the assignment of cash prizes or the “adoption” by specialized companies, agencies that contribute to improving its visibility and making its communication more effective and strategic.
The report, drawn up by the same Italy Foundation of Beauty to verify the results obtained, it collected the testimonies of some awarded entities between 2021 and 2023 "adopted" pro bono by a communication agency that took care of their image starting from basic tools - such as the creation of a recognizable logo or a website, the coordinated management of activities on social media or the press office - but also with the implementation of effective relational strategies aimed at the local context.
The program of the third edition of the Forum
I first results will be explained during the Forum, which will take place as follows: after the welcome by Giovanna Forlanelli (President of the Luigi Rovati Foundation) and a greeting by Tommaso Sacchi, Councilor for Culture of the Municipality of Milan, Maurizio di Robilant and Alessia del Corona (respectively President and Director of the Italia Patria della Bellezza Foundation), the day will be divided into several panels, each of which dedicated to a specific area of intervention.
Among the objectives of the Forum is the desire to identify effective strategies for enhance beauty. How? Through the involvement of citizens and thanks to the conscious management of local peculiarities that make each reality different and unique: thinking about the local with an international scope and a glocal vision. In this context, the projects awarded in the context of the previous announcements – told directly by the voices of their protagonists – but also by companies that have committed to supporting them in achieving their goals and developing a long-term strategy (from UNA – Aziende della Comunicazione Unite to EssilorLuxottica). The complete program of the 2024 Forum can be found on the website www.italiapatriadellabllezza.it
This year's themes
In particular, the Forum will discuss how to recover the sense of collective identity, with a comparison between the development models of different Italian cities (Milan, Rome, Naples, Turin, Genoa and Amantea); of Inclusion, plurality and accessibility, of the variety of places to be enhanced, extending the gaze "from the peaks to the plains" to understand how to increase the economic impact of the territories. And finally of water, the undisputed protagonist of our country, as a form of culture.
The virtuous cases
Between one panel and another, specific moments will be dedicated to exploring the role of communication in the cultural field, with the presentation of some virtuous cases, made possible thanks to the involvement of communication agencies that in past years have also embraced the mission of the Foundation, committing themselves pro bono to supporting the various projects in their promotional activities, building a brand identity, territorial and virtual marketing, giving life to an effective and efficient network. Among these Rampello for Mare Culturale Urbano, Robilant Associati for Borghi Sibillini, Studiomeme for Le Vie del Sacro, Encanto PR for Fondazione Levi, Reflektor for Horti and Studio TISS for Cascina Monluè, Robilant for Kilowatt Festival and The Branding Letters for Giardini Naxos.
The 2025 Call, fifth edition
As in the previous edition, the event will be the occasion to present the new call for the year 2025, in which new cultural entities that require support to make themselves better known can participate. All projects consistent with the approach and mission of the Fondazione Italia Patria della Bellezza can apply from December 2, 2024 to January 24, 2025. The winners will be announced on April 15.
The complete announcement with the regulations and all the details will be available on the Foundation's website, in the "Announcements" section: www.italiapatriadellabellezza.it
Press office
Italy Foundation of Beauty
Eleonora Neroni elenora.neroni@patriadellabellezza.it – Mobile 3391743345
Encanto Public Relations – tel. 02 66983707
Cristina Cobildi – cristina.cobildi@encantopr.it – Mob. +39 3483575790
Maria Cristina Cadario – mariacristina.cadario@encantopr.it – Mob. +39 3485430217
