The Dolomites of the Alto Adige/Südtirol region were proposed in the center of Milan with a dedicated OOO (Out Of Home advertising) campaign.
Through a partnership with IDM Alto Adige, the Dolomite regions of Alta Badia, Alpe di Siusi, Obereggen and Carezza Val di Funes, Lajon, 3 Cime Dolomiti and Dolomiti Superski, the largest ski destination globally, joined together to promote the South Tyrolean Dolomites as a winter destination and an ideal place where to seek pleasant moments on the snow.
The OOH campaign was designed with the aim of giving an unmistakable identity to winter in South Tyrol and was promoted in collaboration with IGPDecaux’s Brand Solutions, Italy’s leader in external communication, and the agency PHD Media.
The campaign included a branded bus shelter in the vicinity of Largo Cairoli to push citizens and passers-by to discover the beauty of the territory of the South Tyrolean Dolomites. The classic seats of the urban furniture structure were replaced by a small chairlift, with the typical chairs of a mountain hut, supplemented by floor graphics simulating a pair of skis. The whole bus shelter was covered by a wonderful snow-covered roof with an illuminated sign.
OOO creativity in the city of Milan also included a fully-wrapped Darsena tram continuously travelling along the streets of Milan.
This creative OOH initiative helped people travel with their imagination to the Dolomites of South Tyrol, a UNESCO World Heritage Site capable of offering a mountain holiday with unforgettable ski slopes and an excellent food experience.
