Abano Terme and the Euganean Hills

The Municipality of Abano Terme is one of Italy’s premier thermal destinations, nestled in the heart of the Euganean Hills in Veneto. Renowned for wellness, nature, and high-end tourism, it attracts an affluent, discerning audience.

Through the Sofia Goggia Ambassador Project, the Municipality chose to elevate its identity with an integrated communication campaign — leveraging an athlete who epitomises excellence to tell the region’s story and reinforce its positioning as a prestigious national benchmark for health and well-being.

The Municipality of Abano Terme commissioned SAY to elevate the tourist destination of Abano Terme and the Euganean Hills through the voice and energy of Sofia Goggia, one of Italy’s most iconic athletes of all time. A symbol of excellence and determination, the athlete was chosen as a narrative catalyst to showcase the region in an authentic and aspirational way.”

The strategy came to life through a series of complementary activities. SAY organised dedicated press tours for Italian journalists and managed the local and national press office and media relations, including editorial partnerships.

During Sofia Goggia’s stays in Abano Terme, on-site meetings were arranged alongside video and photographic reportages to showcase the authentic bond between the athlete and the destination.

In parallel, SAY provided social media consultancy to develop tailored content for the Municipality’s Facebook and Instagram profiles, while managing advertising campaigns across Google, Meta, YouTube and Spotify.

For the Sofia Goggia Ambassador project, SAY developed a cohesive and recognizable visual communication concept capable of translating the connection between the athlete and the tourist destination of Abano Terme and the Euganean Hills into images. Starting from the initial concept, the visual identity was applied to all materials for events organized in the area, including social media and advertising content, maintaining a consistent narrative across every touchpoint. Every medium was carefully crafted in terms of both text and graphics, with final designs ready for print and digital use.

Images and video were at the core of the content strategy for the Sofia Goggia Ambassador project. SAY oversaw the art direction and production of photo and video content across Abano Terme and the Euganean Hills, crafting an authentic and visually engaging narrative around the bond between the athlete and the destination. Through photographic reportages and video shoots involving content creators, SAY produced reels and editorial imagery designed to fuel social media communication and amplify the project’s narrative across all channels.

The Digital Advertising strategy was a key component in amplifying the visibility of the partnership and engaging new target audiences across the country. SAY provided the Municipality with end-to-end strategic consultancy, spanning from defining and analyzing campaign objectives to managing operations across Google Ads, Meta Ads, YouTube and Spotify. Keywords, ad copy, and banners underwent continuous optimization to ensure campaigns remained consistently relevant and highly effective in reaching their target audiences.

Press Office and PR activities secured consistent, high-profile media coverage for the project. SAY managed both local and national media relations, nurturing relationships with key journalists and leading publications.

In parallel, dedicated press tours were organized to allow prominent Italian journalists to experience immersive visits across Abano Terme and the Euganean Hills first-hand. To complete the picture, targeted editorial partnerships further enriched and highlighted the project’s narrative through authentic content.