A destination marketing project developed around the Grand Finale of the Giro d'Italia, transforming one of the world's leading sporting events into a citywide experience.
WISE Eventi created and coordinated “Brescia in Pink”, a communication and destination marketing project developed over more than three months in the lead-up to the Giro d’Italia Grand Finale. In addition to directing the final event and coordinating the wider programme, the project engaged the entire city through initiatives including Il Giro in Vetrina, urban branding, themed exhibitions, activities in underground stations, a dedicated website, communication campaigns, media planning, press office and digital channel management. The programme culminated in the Pink Night, transforming Brescia into a major stage dedicated to cycling and confirming the role of events as tools for destination promotion and community engagement.
