Bellinzona e Valli: Shaping an Outdoor Identity
Bellinzona e Valli is a territory where the city meets the mountains in just a few minutes: a rare proximity that shapes its outdoor DNA and sets the foundation for its future positioning.
A strategic vision built on real terrain
Our work began with a clear objective: transforming an already rich outdoor offer into a coherent narrative that speaks to athletes, families and outdoor lovers across key markets.
This meant analysing the territory’s strengths — multisport potential, accessibility, infrastructures, landscapes — and identifying the gaps that limit visibility today.
Through field research, workshops and a full communication audit, we defined a direction centred on:
Authentic storytelling: real athletes, local communities, true locations.
A multisport approach: bike (MTB, gravel, road) as the core pillar, followed by trail running, climbing, canyoning and winter sports.
A strategic B2B dimension: positioning the region as a training-camp hub for clubs and federations.
Seasonality: embracing the region’s four-season potential through tailored narratives.
Sustainable outdoor tourism: aligned with the region’s landscape and long-term vision.
Content as the main driver
A central part of the strategy is the creation of a structured content ecosystem.
This includes photo and video productions, editorial shoots, and a new outdoor media library organised by sport, season and target market.
The content will support both B2C campaigns and B2B communications, enhancing the destination’s presence in Switzerland, Italy, Germany and Benelux.
Focus 2026
The first year of implementation prioritises two pillars:
BIKE — MTB, Gravel and Road Cycling as the leading theme for consumer communication.
Training Camps — a dedicated B2B positioning supported by landing pages, campaigns and new visual assets.
Field productions across the region — from Nara to Campra and the high alpine valleys — will set the visual tone and provide the foundation for the destination’s future outdoor storytelling.
A long-term commitment
The 2025–2027 vision is ambitious: to position Bellinzona e Valli as one of the most authentic outdoor destinations in Switzerland, recognised for its real terrain, natural accessibility and multisport identity.
For us, it marks the beginning of a long-term collaboration grounded in creativity, strategic clarity and a shared appreciation for the territory.
