Colossus of animation in the field for Pisa – Chronicle
by Francesca Bianchi “Pisa is” is the brand to make the city known beyond the Tower. A brand, born a few years ago on the impulse of Palazzo Gambacorti, which is now taking off. And it does so through a very Italian partner but with an international range of action: the Rainbow Group, at the basis of the success of the ‘hit’ Wings Club and other famous ‘made in Italy’ animation series. The company – specialized in entertainment for children and adolescents (in the cartoon curriculum such as “Mia & me”, “Regal Academy”, “Maggie & Bianca” and many …
by Francesca Bianchi
“Pisa is” is the brand to make the city beyond the Tower known. A brand, born a few years ago on the impulse of Palazzo Gambacorti, which is now taking off. And it does so through a very Italian partner but with an international range of action: the Rainbow Group, at the basis of the success of the ‘hit’ Wings Club and other famous ‘made in Italy’ animation series. The company – specialized in entertainment for children and adolescents (in the cartoon curriculum such as “Mia & me”, “Regal Academy”, “Maggie & Bianca” and many others …) has landed in the city. He will take care of the take-off of the Pisan brand, creating a merchandising line and organizing marketing operations linked to the territory. Trying to cross borders without losing sight of the place.
In fact, the Pisan companies will be called to gather for the material realization of the products branded ‘Pisa is’. “Having, creating a brand for now our territorial context is a necessity, just like for other cities with a tourist vocation. ‘Pisa is’ increasingly becomes the tool to amplify visibility, enriches and increases our rich heritage – these are the words tourism councilor Paolo Pesciatini – the brand declines and includes all the concentration of art, research, high culture, history that we have in the city. And which must be appreciated and made visible training. Marketing will allow us to expand the market , to reach different recipients “.
Rainbow spa – colossus founded by Iginio Straffinel 1995 in the hills of the Marche region, currently with a portfolio of contents broadcast in over 150 countries and collaborations for cinema – was decreed by a public tender: the granting of the brand license it will last 5 years, until 2026, for its commercial exploitation the company will pay royalties to the Municipality equal to 31% of the turnover for the use of the brand for the first two years, up to 37% in the fifth year “.” The project is ambitious – admits Matteo Olivetti, Group sales director-global consumer products (accompanied for the presentation in Pisa by Roberto Grassi, head of the institutional licensing brand division) – Rainbow will implement an ad hoc plan for the brand, involving the city with initiatives and partnerships and bringing international breadth to the image of Pisa. Final goal: to open up the city and unexplored opportunities that can lead to a new guise and a new appeal as a tourist destination. We hope to be able to produce products and to see the first ones around the middle of next year, working for the benefit of incoming tourism and all the local income “.
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