On-air until mid-May the new campaign of the City of Florence to raise awareness of sustainable mobility by encouraging the use of bicycle travel in urban areas.
"Più bici più baci" (“More Bicycle More Kisses”) and "Esci dalla scatola" (“Get Out of the Box”) are the two claims of the campaign, designed and coordinated internally, which makes use of traditional media (20 thousand brochures, 5 thousand stickers and billboards all over the city, with three hundred of posters 6x3 and banners) plus an innovative and widespread vector: the tickets of the municipal transport company.
Glimpses of yesterday and today Florence (where the bike is always protagonist), accompanied by the pay-off "Florence is cycle”, are going to be reproduced on 500 thousand bus tickets, to reach multiple targets: residents, tourists and commuters.
Along with this, the Municipality has placed a bike-sharing service at their disposal, with free maps of the cycle-ways today available in the Tuscany capital (more than 63 kilometres).
What urged the Municipality of Florence to make this campaign? «We had two objectives:, to reduce pollution, traffic and journey times, making the city more noiseless and liveable -promoters explain- And also to create the image of a City in step with the times, following the virtuous example of other international metropolises».
So the environmental communication becomes also a medium of promoting the city, with the aim of making Florence on the same rank of Paris (with the example of Velib), London or Barcelona (with the Bicing, become an integral part of the urban public transport network), all European cities that have been investing for years on bike-sharing and "two wheels" mobility.
"Più bici più baci" (“More Bicycle More Kisses”) and "Esci dalla scatola" (“Get Out of the Box”) are the two claims of the campaign, designed and coordinated internally, which makes use of traditional media (20 thousand brochures, 5 thousand stickers and billboards all over the city, with three hundred of posters 6x3 and banners) plus an innovative and widespread vector: the tickets of the municipal transport company.
Glimpses of yesterday and today Florence (where the bike is always protagonist), accompanied by the pay-off "Florence is cycle”, are going to be reproduced on 500 thousand bus tickets, to reach multiple targets: residents, tourists and commuters.
Along with this, the Municipality has placed a bike-sharing service at their disposal, with free maps of the cycle-ways today available in the Tuscany capital (more than 63 kilometres).
What urged the Municipality of Florence to make this campaign? «We had two objectives:, to reduce pollution, traffic and journey times, making the city more noiseless and liveable -promoters explain- And also to create the image of a City in step with the times, following the virtuous example of other international metropolises».
So the environmental communication becomes also a medium of promoting the city, with the aim of making Florence on the same rank of Paris (with the example of Velib), London or Barcelona (with the Bicing, become an integral part of the urban public transport network), all European cities that have been investing for years on bike-sharing and "two wheels" mobility.
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