Italy’s Culture Ministry to fund new brand and communications strategy for Estense Duchy

The territories between Emilia-Romagna and Tuscany’s Garfagnana (linking north and central Italy), which between the Middle Ages and the Renaissance belonged to the Este family, have received a boost in terms of funding from the national Ministry of Culture to redevelop some of the most important local architectural jewels with a view to boosting tourism. The project envisages a full new communication strategy, spearheaded by a new logo for the ‘Ducato Estense’ (Estense Duchy) brand. The ‘One billion for Culture’ funding project includes €70m from Italy’s 2014-2020 Development and Cohesion Fund. Ducato Estense is meant to focus on both culture and tourism and the project intends to demonstrate how the Este legacy is still relevant in Italian culture and how many aspects of the local societies have their roots there. Initially, seven new thematic itineraries connecting the Este places in a new way will be promoted via an interactive and cartographic platform including information for each place, historical-artistic insights, photos, images and videos. The coordination of the project has been entrusted to the Regional Secretariat for Emilia-Romagna, a territorial institute of the Ministry of Culture, in synergy with the Regional Secretariat for Tuscany. The University of Bologna, the Office for Tourism of Emilia-Romagna as well as communications agencies are also actively involved. Technology partners include Centounopercento, DM Cultura and Pixell. The first big event of the project was the introduction of the new Ducato Estense brand, 16 May, at the Art and Restoration Exhibition in Florence at a conference run by the Regional Secretariat for Tuscany of the Ministry of Culture. The International Exhibition of Cultural and Environmental Heritage in Ferrara (8-10 June), will also see Ducato Estense take a dedicated stand and further outline future plans at a connected conference. More information: www.cantiereestense.it