An Italian project conquering the US travel market.

Play Italy was born as an idea and transformed into a digital tour operator capable of speaking to USA and UK with a premium offer. We started from business analysis and built brand, platform and acquisition engine. The objective: make Italy accessible, clear and desirable, transforming passion for travel into concrete requests and measurable bookings.

From market analysis to competitors and audience, we defined an original positioning: tell Italy with recognizable but modern traits, accessible and premium. To strengthen the narrative, we introduced the Italian Experts, local guides who are protagonists of the tours, embodying authenticity and knowledge of the territory. The strategy guided brand, platform and content, creating consistency across all touchpoints and ensuring immediate recognition in the international market.

The visual identity recalls Italy in a modern way: warm and familiar colors, logo with soft curves to bring the brand closer, sound branding reminiscent of a whistle, evoking spontaneity and travel. We defined purpose, value proposition and communication pillars, building a premium but accessible system. The modular brand kit accelerates production on platform, campaigns and channels.

Play Italy’s digital platform becomes the single reference point for partners and travelers. Simple architecture, filters for real needs (families, couples, solo travelers), modular cards and intuitive booking flows. The design system ensures accessibility and performance, while integration with CRM and newsletter support nurturing and remarketing. From discovery to purchase, the journey is fluid and measurable.

We launched the blog “Italian Stories” to intercept searches from USA/UK travelers, building thematic clusters for regions and cities. The pillar + cluster structure, combined with technical optimizations and digital PR, strengthens brand authority and also feeds paid campaigns and newsletters, increasing the return from every content produced.

Full-funnel media engine: prospecting on Meta and Google (including PMAX campaigns), retargeting on high-intent signals, lead form and booking campaigns. Dynamic creatives tell destinations and unique brand value, with headlines like “Travelling to Italy has never been easier”. Every step is monitored and optimized with test loops, in close coordination with the Sales team.

The heart of the content strategy is original video production:
ad hoc shoots, filming and formats dedicated to campaigns, publications and editorial plans. From institutional videos (“About”, “Destinations”, “How to book”) to UGC-style mini-reviews, each content is designed to be adaptable to social, landing pages and advertising. Alongside videos, thematic carousels and modular formats feed the always-on calendar. The care in production brings out creative and technical know-how, positioning Play Italy as a premium brand.