Stabio is a town of about 4,000 inhabitants located in the Canton of Ticino in the south of Switzerland.
The town's strategic location has allowed it to develop a strongly industrial character, hosting many prestigious international companies from the fashion & luxury sectors.
The central role played by business does not prevent Stabio from boasting a good quality of life, made possible by efficient administrative services, increased opportunities for sustainable mobility and the availability in and near the Municipality of good schools at all educational levels and a good network of family services. The background to this is a stunning landscape and nature trails that are enhanced through constant restoration and maintenance activities.
In 2021 we were contacted by the Municipality of Stabio with the aim of developing a Marketing Campaign to support local repopulation.
A trend noted in some Swiss urban population centres in recent years is a slow but constant decrease in population: people seem to prefer large cities to small towns. This trend also applies to cross-border commuter towns such as Stabio. To stem and reverse this trend, the Municipality of Stabio has decided to invest in an information and communication campaign with the aim of protecting, developing and enhancing local services and dynamics in order to promote a positive image of the area.
The starting point was to consider the Municipality of Stabio as a system composed of distinct elements which combine to provide a valuable range of services and opportunities, which in turn can make the municipality attractive. The elements that distinguish Stabio as an excellent place to live are attention to environmental and community issues, the promotion of a healthy lifestyle, support for families and the development of infrastructure links. The value of the location itself is the DNA of the entire campaign.
The key to understanding that we have identified is based on the dual opportunity to present Stabio in a positive light: a reality still to be discovered for those who do not yet know Stabio, an opportunity for re-evaluation by those who already know the town, but who only consider it a place of work.
There is the Stabio that everyone knows because they work there, live nearby, or they simply know it exists, and then there is a Stabio that is still unknown to many. In any case, there is a Stabio that is yet to be discovered and which can surprise.
The metaphor of travel, thanks to its indisputable urgency, was used to create a campaign that conveyed concepts of discovery applied to a particular place.
A common map therefore becomes an opportunity to present not only the geography of the place itself, but also its soul, by presenting Stabio as a Municipality where everything is close at hand and where you can find everything you need for a healthy and satisfying life.
To multiply the opportunities for rolling out the campaign's message, we have launched numerous touchpoints, both digital and offline, with the aim of directing users' attention to the website www.civediamoastabio.ch, the beating heart of the campaign. Here users can explore the website to learn more about the content that interests them most and use it to get in touch with the Municipality. In addition to this online platform, we have created a leaflet, billboards, digital banners, envelopes and information flyers for visitors.
The specific nature of the target and the objectives to be achieved are the elements which, together with the uniqueness of the location, have formed the strategic basis of our media plan. With an equal balance between offline and online content, the campaign was launched between September and December 2021 across various communication platforms. In addition to the digital launch, the campaign was supported by massive-scale launches via traditional media in the form of advertorials and interviews, billboards, LED displays and billboards throughout Ticino and railway lines in the canton.
The collaboration with the Municipality of Stabio continued with the activation and management of the LinkedIn profile dedicated to the campaign and the overhaul of the Municipality's website. Working with the Municipality of Stabio is an opportunity for us to take part in a project where we feel like we are playing an active role and experiencing Stabio on a day-to-day basis.
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