Viaggio Italiano MPS

PROJECT

Viaggio Italiano MPS – promoting regional tourism, food and wine

DESCRIPTION

Viaggio Italiano MPS was an internal section on the Banca Monte dei Paschi di Siena’s website www.contoitaliano.it between 2012 and 2014.
The project was developed to promote regional tourism, food and wine, and was realised by the banking group in collaboration with the Qualivita Foundation and the Italian Touring Club.
The purpose of Viaggio Italiano MPS was to promote and diffuse the characteristics of regional Italian PDO, PGI and TSG products. An interactive journey for the user, for which the Touring Club was responsible for the descriptions of historical towns and Unesco sites, and the Qualivita Foundation for developing the “Regional Products” section, providing fact sheets for each single certified PDO, PGI and TSG product which contained information on production methods, organoleptic characteristics, their history and interesting titbits.
The service permitted the user to pass from the web to reality, signalling companies that produce and directly sell certified food products.

OBJECTIVES

  • Render knowledge of PDO PGI products and their close link with the territory accessible to everyone
  • Help users find certified products in the requested area

TARGET AUDIENCES

World wide web users, in particular account holders and users of the bank’s website.

ACTIVITIES

Compilation of product fact sheets with a programmed section containing lists of companies producing certified products, provided by the various protection consortia, with the relative authorisation for publication.

RESULTS

This collaboration enabled the large number of website users to view product fact sheets and to quickly locate by region, on a georeferenced map, producers of specific PDO PGI products.
A direct and effective marketing project which brought the consumer and the producer closer together.

PERIOD

2012 – 2014

PARTNER

MPS
Banca Monte dei Paschi di Siena, established in 1472 as a pawnbroker to help the disadvantaged classes of the Sienese population, is the oldest bank still in business today and is also considered to be the oldest in the world. Together with the Group’s other companies, it is the third largest Italian banking group for the number of branches, and is active throughout Italy and in major international cities.
www.mps.it

FUNDING BODY

Banca Monte dei Paschi di Siena and Fondazione Qualivita

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