24/02/2023 – The Made-in-Italy famous all over the world has crossed the decades bringing with it stories, iconography and evidence of a way of life inspired by the taste and beauty of a certain style and a certain landscape context, historic, architectural. But in turn the passing of time brings with it innovations and revolutions, as in the case of communication which today cannot avoid building new logics and models to tell and explain what creates value and expresses uniqueness.
A principle that applies to companies and which certainly applies to a concept such as made-in-Italy which must increasingly enter the multiversal and interactive channels in which communication occurs and animates a social and at the same time virtual life in which we take part daily basis.
Altagamma Foundation since 1992 brings together the companies of the high Italian cultural and creative industry, recognized as authentic ambassadors of Italian style in the world and starting from this mission it has been able to best interpret the evolution of made-in-Italy, coming to build initiatives and project concepts that make communication evolve from a static-representative system to a dynamic-constructive system.
On the basis of this excellent intuition, Altagamma has launched the WeChat Mini-Program, a graphic concept that combines Italian cultural and landscape icons with the Altagamma brands in an imaginary landscape, to represent the Beautiful, the good and well done Italian.
5 city, 75 Altagamma member companies and a virtual journey to discover Italy and its excellences, flow in a communication resulting from a project that sees the collaboration with the Ministry of Foreign Affairs and International Cooperation and with ICE – Is. Foreign Trade/Agency for the promotion abroad and the internationalization of Italian companies.
Among the companies are Gucci, Brunello Cucinelli, Moncler, Prada, Valentino, Later, Tod’s, Zegna, but also Kartell, Parma's water, Buccellati, Bulgari, Beautiful hotel and many more. Entering from the official Altagamma WeChat account, you can take a virtual journey through the brand windows by visiting places (Italian cities) of particular beauty and the consumer can participate in the novelties and launch initiatives, being able to grab luxury prizes based on his level of interaction.
A way of communicating that fascinating mix of “bello, good and well done” within the reach of a new world of consumers, attracted with an engagement mechanism (engagement) which works very well especially when the user is digital native.
A strategic approach and not a self-referential approach, a communication model that aims to make people understand and not just to show, the identification of a new concept of made-in-Italy value : well done Altagamma !
