How do you turn online interest into in-person visits? How can we use content and campaigns to actually bring people to a destination, a hotel, a restaurant, or an event?
In an increasingly fragmented customer journey, the answer isn’t to produce more content, but to design the right content for every purpose, moment, and touchpoint, creating a dialogue between online and offline channels.
Through three very different projects, the 2026/27 destination campaign for the city of Jesolo, the culinary narrative of Place of Charme—a hospitality brand by the SOGES Group that brings together a collection of hotels and lodging facilities across Tuscany and Veneto—and Un Altro Parco in Città (UAPC) in Pistoia, Niccolò Di Vito and Matteo Gazzarri, founders and creative directors of Brief, will explore three different ways to transform content into a driver for real places and experiences.
In Jesolo, a destination hero film interacts with an out-of-home campaign and augmented reality posters, creating a seamless journey between the physical and digital worlds. For Place of Charme, a video manifesto builds brand positioning and perception, while Reels, Stories, influencer marketing, and paid ads focus more on conversion and driving attendance at the event.
In Pistoia, with UAPC, social media, content, and physical materials become part of the same narrative, with a concrete goal: to encourage people to experience the city and the event.
Three cases and three different contexts for the same idea: don’t expect every piece of content to do everything, but give each piece of content its own purpose and build an ecosystem capable of guiding people from the digital world to the physical world.
Featuring Luigi Pasqualinotto, president of the Jesolo Venice Tourism Consortium, and Roberta Milano, professor and expert in digital tourism.
SPEAKERS
Matteo Gazzarri
Brief Founder
Roberta Milano
Tourism Marketing & Communication Strategist
Niccolò Di Vito
Brief Founder e Creative Director
