"Motherland. Living Heritage", the creativity that puts Basilicata in first place

Basilicata takes first place in the national ranking of the best summer campaigns for regional promotion in Italy, published by “La Gazzetta del Pubblicitario”. What convinced the editorial team was "Basilicata Motherland. Living Heritage", the tourism marketing project promoted by APT Basilicata that stood out for its originality, creative strength, and quality of visual storytelling.

The ranking was compiled by evaluating regional campaigns according to four criteria: boldness, strategic positioning, emotional impact, and quality of art direction. Basilicata precedes Umbria and Friuli Venezia Giulia, confirming itself as the most innovative project of summer 2026.

At the center of the campaign is an unprecedented visual language that surpasses the traditional tourist postcard. Thanks to the body painting of artist Lela Peretto, the Lucanian landscapes merge with the bodies of the protagonists, transforming the territory into a living element of the narrative. The goal is to invite the visitor not only to observe Basilicata but to experience it, feel it, and almost "wear it", through a narrative capable of placing the identity of the territory at its core.

«We thought long and hard about the project, gathering insights, ideas, and contributions to develop a concept capable of breaking the molds of traditional tourist communication- comments Margherita Sarli, general director of APT Basilicata -. For a small region like ours, this is the right path to spark curiosity, strengthen positioning, and gain authority. Receiving this recognition today makes us particularly proud and is the result of the teamwork of all the people who contributed to the realization of the campaign».

"Basilicata Motherland. Living Heritage",  reads the official motivation, manages to stand out because it builds a strong and recognizable creative idea, going beyond the simple display of natural beauties to tell the territory as a heritage to be lived. A project awarded for originality, narrative coherence, and the ability to leave a mark on the viewer.

«Italy is a country of extraordinary territorial and landscape wonders and is also the country of art and creativityà - emphasizes Luca Acelti, CEO of Yellow Media, the publishing company of “La Gazzetta del Pubblicitario” -. We are particularly pleased that this year's podium is occupied by three regions that are not among the largest in the country. It is proof that creativity can enhance any territory, offering cultural visibility and new development opportunities. We believe that institutions and the communication sector must work more and more in synergy to strengthen a strategic sector like tourism, which is fundamental for the Italian economy».

The ranking represents a snapshot of the tourism marketing strategies adopted by the regions in summer 2026 and was created through an analysis of the available campaigns, supplemented by materials provided by regional tourism bodies. A recognition that rewards Basilicata's ability to narrate its heritage with a contemporary, original, and strongly identifying language.

Watch the video of the campaign "Basilicata Motherland. Living Heritage": https://www.youtube.com/watch?v=Wy-sLKc_z_A&t=2s