Lombardy, a hidden treasure
Showcasing the rich offerings of the Lombardy region while promoting regional tourism. This is the purpose of the photo campaign – promoted by Explora/Destination Management Organization of Lombardy Region, Milan Chamber of Commerce and Unioncamere Lombardia – for inLOMBARDIA brand activities, aimed at an audience of Italian and international visitors.
The complex photo shoot is aimed at creating high-impact images that portray the various destinations in Lombardy, making the most of thematic-experiential content such as cultural cities, religious tourism, spas and wellness. The seven authors of the campaign were chosen according to the visual language that best suited the required narrative: a “reportage” style for the shots dedicated to the religious itineraries, more glamorous and architectural images for the narrative of the spas, and a more contemporary mood for the photographs in Milan and the other cities involved in the Cult City project.
The work engaged the team in the editorial office and those in the field for a total of three months, between drafting the plan, art direction, production and post production phase of the images. The portfolio produced, consisting of nearly 500 photographs, is regularly used for advertising, on the web portal in-LOMBARDIA.it on thematic project sites (such as cultcity.in-lombardia.it, sapore.in-lombardia.it, speciale.in-lombardia.it and others) and as promotional material at fairs, events and conferences.
Telling the Story of Lombardy
Being able to relatively slowly explore Lombardy – a region rich in lakes, mountains, art cities and Unesco sites – was an opportunity to learn more about an area only seemingly little devoted to tourism, and to allow places to express their full attractive potential through images.
Parallelozero Credits
Art Direction
Photography
Photography
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