Events & conference
  • Wednesday, October 12, 2022
  • 14:15 - 14:45
  • Memo
  • BeActive Arena - Pav. A4
  • Francesca Ferrara Multimedia journalist, communication consultant and a media relator.

Brand Journalism is a journalist technique to spark people interest about places and communities and to make news for media relations and stakeholders but this mode to realize a storytelling is not so popular in tourism and hôtellerie sector whereas it should be interesting for a new sensivity for modern travelers.
So, in which mode communicators and companies might activate a communication strategy that talks about ‘city activism’ and ‘brand journalism’ for the local stakeholders? How communication strategy on social media and social networks can support (g)local storytelling? In which mode territorial promotion bodies, travel companies and hôtellerie group can use this technique for the tale about city brand and own brand awareness?

Francesca Ferrara, in her book explains how to use the news content design to project contents to make news for media and to realize an attractive storytelling for stakeholders and communities.