Bellissimo, bringing together graphics research and tourist satisfaction, created through this project a strategic tool to promote Lombardy as a tourist destination.
Following the great success of the Expo 2015 official passport —the most popular souvenir of the great event— Bellissimo / Luca
The #inLombardia passport is an initiative of Explora —the “Destination Manager” of Regione Lombardia— for the 2016-2017 Year of Tourism.
The project in a nutshell: the passport is distributed for free upon request, and allows tourists to receive a stamp for each place they visit —cities, parks, UNESCO sites— at each information point in the region, and to collect them during the year.
The passport was introduced at Lake Iseo, on the closing day of The Floating Piers, the land art masterpiece of Christo. Already during this first edition, the passport was a real hit.
The success of this item stands in good part in that it fully replicates all the features of a real passport.
The typographic styles, printing techniques and graphics were all chosen ad hoc for this Bellissimo project, as well as the paper to be used, which was selected for its consistency, fibre and ink-absorption properties.
In each of its 32 pages, the "processed" images of Lombardy resorts are combined with the contours of the region and the shape of the inLombardia symbol (the "Wow"), printed in the centre of the page.
The design accomplishes a double target: it replicates the characteristics of an authentic document, and shows the rich offer of Lombardy —the protagonist of this passport— whose contours are printed on the cover with an elegant silver hotfoil.
Along with the passport, Bellissimo also designed the series of stamps that the various offices of the region will use to "certify" the official visits of tourists.
The promotional video of the passport is now available on the inLombardia Facebook page.