Pic On
Experiences to talk about
The project
The design of the PIC ON area and the creation of the elements of its distinctive image arise from the development of a project, called “Gal Piceno Quality Life”, which Gal Piceno entrusted to a group of companies and professionals coordinated by ISTAO-Istituto Adriano Olivetti.
The Istao, together with the Vademecum cooperative, has created a program of studies and listening and participation paths that has led to the development of an “Integrated multi-year plan for marketing and territorial promotion”, with which strategies, paths and tools for the touristic valorization of the territory have been designed.
The highlighting of intangible values, together with the census of historical-cultural resources and the rich heritage of artisanal knowledge, landscapes and food and wine peculiarities, has allowed us to synthesize in an identity image and a territorial brand all the variety of experiences that PIC ON is able to offer to tourists and visitors.
A tourism that aims to discover places, knowledge and flavours, which is oriented towards capturing images and experiencing the territory, retaining the memory of “experiences to talk about”.
The Brand
“Experiences to talk about” is the claim that accompanies the logo that is entrusted with the task of conveying the image of the PIC ON destination.
The logo interprets a concept that encompasses the essence of an experience, in remembering it and telling it to others. The aim is to recall the taking of a photograph, through the naming PIC ON, highly evocative; a snapshot, a moment to immortalize to share something that is worthy of note and attention, telling the territory through images that are a vehicle of landscapes, flavors, art, culture or villages.
With a dynamic mood and projected towards the social world, the values, excellences and peculiarities of this sparkling, bubbly rural ecosystem are put at the center. There is always something to tell, to share and to underline with the tenacity typical of this territory. Hospitality, sociability and an openness to the future build the launch pad for infinite discoveries, stories and narrations.
With the selected brand, PIC ON also wants to present itself in harmony with the image of the region of which it is part and, for this reason, it is represented by a logo that winks, in graphic style and colors, at the logo to which the Destination “Marche” entrusts its image.
Promoters and Partners
The GAL Piceno (Piceno Local Action Group) is a local development agency that, acting as a point of contact between public bodies, businesses, associations and citizens, was established in 1996 with the aim of managing the community rural development initiative “Leader”, which promotes the sustainable and integrated development of rural areas.
With the Local Structural Plan, the Gal intends to respond to the needs of the territory:
increase the use of territorial heritage, increase and maintain employment through the development of the rural economy, increase accessibility to the historical-cultural heritage for tourists and hikers, revitalize villages, create networks in the offer of products and services, inform and raise awareness, animate local actors for the improvement of skills and knowledge of development and innovation, increase the attractiveness of internal areas, enhance the usability of tourist routes.
As part of Measure 19.2.20 – “Support for leading local development” (PSL Piceno 2014-2020), Gal Piceno entrusted a group formed by Istao, Vademecum and the professional Carlo Bachetti Doria with the task of drafting, for its own territory of competence, the “Integrated multi-year territorial marketing and promotion plan” which led to the identification of the territory as a “PIC ON tourist destination”.
Istao – Istitute Adriano Olivetti, founded by economist Giorgio Fuà in 1967 in Ancona, is one of the first business schools in Italy. In addition to managerial training, it deals with the development of research projects and studies of economics applied to the development of businesses and territories.
Vademecum is a consulting firm specializing in subsidized and ordinary finance to support the development paths of businesses, institutions and other organizations.
Regione Marche
Located in the southern part of the Marche Region, the PIC ON territory expresses all its plurality and variety of characteristics, experiences and proposals.
Of the “plural” nature that characterizes the Marche, PIC ON presents itself as a kaleidoscope of experiences to be lived intensely in all seasons.
Discover also the plural Marche on letsmarche.it
