Territorial marketing — Brand and communication for the regeneration of the historic city centre
Corsia del Gambero is one of the historic locations in Brescia city centre. The project promoted by Gruppo Brixia aimed to restore identity, attractiveness and value to an urban area through a territorial marketing strategy capable of involving businesses, citizens, institutions and visitors. The challenge was to build a recognisable Brand and a communication system capable of transforming an urban space into a new destination for encounters, culture and beauty.
WISE developed an integrated communication project, starting with the definition of the Brand and visual identity and continuing with the website, social media strategy, press-office activities and urban installations. The project also included experiential marketing initiatives, digital PR and collaborations with local cultural organisations, including Accademia SantaGiulia, helping to build a shared path for enhancing the area.
A territorial marketing project capable of generating renewed attention and participation around Corsia del Gambero, strengthening its identity and role within Brescia’s urban fabric. Integrated communication transformed the Brand into a tool for engagement, helping to relaunch one of the historic city centre’s symbolic locations through a strategy combining commerce, culture and community.
