“Be part of it 2025” is back again with a new edition of the communication campaign promote Modena's UNESCO World Heritage Site, the cathedral, Piazza Grande and the Ghirlandina tower.
Using real living canvases
The campaign, launched both on a national and international level uses the immersive and contemporary artistic language of body art. Launched in 2024 the campaign, which immediately established itself as one of the most innovative tourism promotion initiatives in Italy, continues its story with two new creative subjects, where human bodies become real living canvases thanks to the art of body painting. Inspired by the technique of artistic camouflage, the initiative uses the double meaning of “part/art” to underscore the fusion between visitor and heritage, transforming each observer into an integral part of the work.
30 million users in 2024
“Be part of it 2025” is now available on major digital platforms with video content, interactive graphics and a series of on-site activities, including the distribution of temporary tattoos inspired by Modena's artistic heritage.Last year, the campaign involved over 30 million users, generated more than 6 million web interactions and brought over 50,000 visitors to the pages dedicated to the UNESCO site on the VisitModena portal.
An award-winning campaign
The “Modena World Heritage | be part of it” project has also just received two new prestigious national awards: the Touchpoint Identity Award in the “system identity” category, for its ability to build a strong and consistent brand identity; and gold at The PRize in the “cultural city branding” category, for successfully combining culture and communication in an impactful and appealing narrative. The project is coordinated by the City Promotion and Tourism Department of the Municipality of Modena, in collaboration with Modenatur, the cathedral museums and the UNESCO site coordination of the civic museum, with the support of the Ministry of Tourism.
