How to communicate a value such as territorial identity which is so important as little tangible? How can its own “soul” be perceived? What makes a territory a brand? Pomilio Lab (the research and development unit of the agency Pomilio Blumm) sought an answer to these questions through a comparative analysis on some tourism campaigns of three regions of Italy, one of the countries mainly affected by  global tourist flows.

The research, which allowed to associate with each communication a visual-semantic specific system and an experiential model of reference, became an academic essay whose title is  “Na-turismi: racconti e immagini di territori” (Na-tourisms: stories and pictures of the territories). The paper, presented at the XLII Congress of the Italian Association of Semiotic Studies, has been published in the book “Dire la Natura. Ambiente e significazione” (Tell Nature. Environment and signification) last October in Italy and edited by various semiologists: Guido Ferraro, Alice Giannitrapani, Gianfranco Marrone and Stefano Traini.