Friday 14 May 2021

Vetrina Toscana, the regional project created to promote restaurants, food stores and producers in the Tuscan territory, is one of the success stories mentioned in the #RevitaliseRetail guide, based on a study commissioned by the Directorate-General for the Internal Market, Industry, Entrepreneurship and SMEs of the European Commission.

Vetrina Toscana, a project that supports tourism and local marketing

The research conducted by Ecorys, the Retail Management Institute of the Saïd Business School (University of Oxford) and Gartner, has set itself the goal of providing solutions and formulating ideas that promote the revitalization and modernization of the retail sector. Vetrina Toscana is an example of how food and wine can support local marketing and tourism. The initiative aims to enable tourists (and not only) to discover the specialties of Tuscan cuisine, with network members identified with a quality label.

Restaurants, shops and producers who bear the values ​​of Vetrina Toscana are recognizable through a special window sticker. They work together to systematize food, culture, travel and retail trade, increasing sales for those who are part of the supply chain.

Social and portal: the communication strategy

As part of its communication strategy, which includes accounts and applications such as Facebook, Twitter, Instagram, Pinterest and YouTube, the initiative manages an online portal that details participants, events and related news.

The website and social media are managed by Fondazione Sistema Toscana (in-house foundation of the Tuscany Region) which takes care of the editorial plan, creates ad hoc content and collaborates on communication strategy with the other partners of the project.


Photo by pikselstock / Shutterstock

You might also be interested in