New dam of Genoa, from the Port Authority campaign of 3 million to communicate the great work to the world
Genoa. The Port System Authority of Genoa and Savona will spend qalmost 3 million euros for a campaign of comunication destined for the national and international media to tell both a local and a global audience about the projects of the near future. That is, the creation of new breakwater of the port of Genoa.
The significant figure of 2.9 million euros is contained in one resolution of the institution signed yesterday by the president Paolo Emilio Signorini. Just yesterday afternoon, on the sidelines of the city council of Genoa, Signorini had a conversation of about 15 minutes with the mayor Marco Husk, one of the most vehement supporters of the construction of the great work. However, it was not possible to know the subject of the dialogue, private.
It determines it anyway gives indications the go-ahead for a call for tenders also published on the Authority’s website and worth 800 thousand euros aimed at identifying the most suitable subject to carry out a communication campaign for the port of Genoa. In the determination we speak of a possible renewal of the contractwhich would expire in July 2023, and of another 800 thousand euros for “similar services”. In addition to these figures, the VAT, which raises the communication game by almost three million. Announcement published today expires December 19.
A point the finger against spending, in these hours, is the opposition councilor in the Region Ferruccio Sansa who, in a post on social media, attacks: “Money that will probably end up in newspapers, TV, communication companies and risk distorting and polluting the world of communication in our region. It is public money, our money, the Sansa List will oppose in every way that this money is spent in what risks being the most colossal propaganda campaign ever“.
From Palazzo San Giorgioinformally, recall that the communication of major works linked to Pnrr funds – and the new Genoa dam is – there are transparency obligations that make it necessary to create structured media campaigns. It is true that the law, however, does not indicate what the minimum or maximum investment quota is to be used for these activities. However, to get a general idea, remember that the contract just awarded to WeBuild and Fincantieri for the final design and construction of the new breakwater worth nearly a billion of Euro.
What does the Port Authority ask for. On the basis of the 800,000 euro tender published on the Port Authority website, the “large-scale advertising information campaign” must have national and international visibility, be multimedia, multi-channel and multi-subject. It will have to “be able to reach a vast target audience and at the same time a bearer of differentiated interests such as stakeholders, institutions, opinion leaders, economic operators and citizens”.
It will consist of the conception, filming, editing and production of a long promotional video of at least 5 minutes, three videos of at least 2 minutes; a video of at least 60 seconds; 2 short videos of at least 15 seconds to be broadcast via digital channels of national newspapers (websites, platforms, social channels) from at least 10 million users and TVs from at least 5 million viewers (Auditel data), for a duration of no less than 4 weekseven non-consecutive, with at least 45 television appearances per week.
But also in the conception and creation of at least four multimedia advertorial contents in digital native advertising, differentiated and multi-target that integrate with the container platforms; to be disseminated through digital channels (websites, platforms, social channels) for at least 4 weeks, even if not consecutive, with predefined and measurable targets with specific KPIs and with at least 5 million IMPS.
The campaign will also include thecreation of a promotional message and creativity for at least thirty issues on printed paper, of which at least twenty in national newspapers with a circulation of at least 60,000 copies per day; 10 in a magazine specializing in economic issues, environmental sustainability, digitization. And proposals for improvements relating to circulation in international newspapers are admitted.