Spaesati

Spaesati was born with the ambition of becoming the digital go-to for anyone who loves authentic Tuscany. The goal was never to build a simple showcase of “pretty photos,” but a living digital ecosystem that connects tourists, residents and local administrations (Comuni) in a shared narrative of the region.

Standing out in Travel on Instagram takes more than aesthetics. The challenges we tackled included:

1. Identity vs. Noise: Stand out in a feed saturated with standardized tourist images by offering an authentic, non-commercial point of view.
2. Real Engagement: Turn passive followers into active “ambassadors” of the region, encouraging spontaneous sharing.
3. Editorial Consistency: Keep interest high over the long term, so the project grows from an “Instagram page” into an “institutional partner” for municipalities.

We bet everything on Authenticity and a Sense of Belonging.

• Value communication strategy We replaced institutional communication with a “local” tone of voice: warm, welcoming and proud. The brand doesn’t talk to its audience, but with them, using Tuscan dialect and humor as cultural glue.
• Content Curation & UGC (User Generated Content) Instead of producing only our own content, we built a network of local freelance photographers. Showcasing their shots set off a virtuous circle: creators shared the Spaesati brand for visibility, organically expanding the page’s reach.
• “Relational” Influencer Marketing We brought in athletes, entertainment personalities and creators not just to “make numbers,” but to tell experiences. Stories and clips weren’t ads but travel diaries, building trust and empathy toward the brand.