EDEN. A merger that brings life.

Industry - TOURISM - tour operator

Eden Viaggi
GOAL
The merger of two tourism giants.
OUTPUT
Strategy and creativity, design, advertising, experience & event.
YEAR
2019

How to communicate the evolution of a brand, born from the merger of Turisanda and Hotelplan?

Two souls, one heart

The merger of Turisanda and Hotelplan, two of the most famous and appreciated travel brands in Italy, needed to be communicated to travel agents in a vivid and spectacular way. And what better way than creating a real fashion show? Two different collections of clothes recreated the perfect metaphor to reveal the two souls of the brand.

Sfilata di c-arte

The rustling sound of paper was the soundtrack to this original event at La Pelota in Milan. It featured the marvellous clothes designed by artist Caterina Crepax, created exclusively with the paper from the two brands’ travel catalogues. On the catwalk, two unique collections, the first two souls of the new Turisanda: “Experience” and “Viaggi Inconfondibili”. A show made of delicate spins and colourful dances that ended with the dress that symbolised the merger of the two lines, the new brand: “Turisanda, Viaggi inconfondibili dal 1924”, Turisanda, unmistakable travels since 1924.

And behind the curtain

There was another show made of ferment, emotions, attention, models, make up and direction. Deserving to be seen as well.

RESULTS

The event was mentioned by the best industry magazinesQualityTravelTravel QuotidianoL’Agenzia di Viaggi Magazine and had a very high attendance rate.

400

Travel agents attended.

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