BTREES x Turismo Torino e Provincia

The objective

Expanding reach and showcasing Turin’s rich offerings to a broader audience

Turismo Torino e Provincia, Turin’s official tourism bureau partnered with digital agency BTREES to harness TikTok’s ad features to expand the @turismotorino account’s reach, boost engagement, and attract more visitors to the city.

Established in 2007, the organization is dedicated to promoting the region as a premier destination for both leisure tourism and the MICE (Meetings, Incentives, Conferences, and Events) sectors, boosting tourism and encouraging longer stays.

On TikTok, @turismotorino shares engaging content highlighting the city's key cultural attractions - food, lifestyle, art, sports, and outdoor activities, inspiring excitement about visiting Turin. The primary goals of this campaign were to grow followers, boost engagement, and increase video views, building a vibrant travel community.

The campaign focused on specific Italian regions, including Piedmont, Valle D'Aosta, Lombardy, and Liguria, as well as high-speed train-connected cities like Venice, Verona, Florence, Bologna, and Rome, aiming to capture the attention of both local and international travelers.

The target audience covered a wide age demographic, across all genders, who are eager for unique travel experiences in a vibrant and culturally rich destination.

The solution

Leveraging authentic content and local partnerships for audience connection

To achieve its campaign goals, BTREES and Turismo Torino e Provincia used TikTok ad products along with strategic partnerships to amplify its message and connect with a broad audience. The campaign featured a mix of In-Feed Ads, Spark Ads, Carousels, and Community Interactions, all designed to boost engagement and visibility for the region’s attractions.

The content strategy focused on creating dynamic, informative videos with a human and personal touch. Each video was crafted to entertain and inform, using catchy hooks, strong insights, trending topics, quick edits, intriguing trivia, and emotional appeal to engage the audience. By presenting the content in a relatable and lively manner, the campaign successfully drew viewers in and sparked curiosity about the diverse experiences that Turin and its surrounding areas had to offer.

A key part of the campaign was partnering with local influencers, ensuring the content felt authentic and resonated with the audience. Influencers like @FoodFede, @NoeTheExplorer, @EmanuelCosminStoica, @Carlambra, @levanto.federica, @gabrielerossi_piano, @Clarainthemirror, @ririwowo, and @Isidaurum brought their unique personalities to the campaign, strengthening its local relevance.

With a budget of less than €10K, the campaign blended creativity, community-driven content, and strategic ad formats to deliver strong results, ensuring Turismo Torino reached a diverse and engaged audience.

The results

Driving growth, engagement, and changing perceptions of Turin

The TikTok campaign for Turismo Torino e Provincia delivered exceptional results, surpassing expectations in both quantitative and qualitative metrics. The campaign achieved a low average CPM (<0.2 € per follow), making it a cost-effective way to reach the target audience while maintaining high engagement. Notably, the campaign saw an impressive follow rate percentage (94%) and a substantial increase in the number of followers, indicating the growing interest in the region.

The campaign’s success stemmed from a balance of TikTok-native creative and well-chosen ad formats. By combining authentic, relatable content with structured ad products, it captured attention while feeling organic to the platform. This approach amplified the message and boosted visibility at competitive costs. Beyond performance metrics, the campaign had a major qualitative impact on Turin’s perception. Once seen as grey and uninspiring, the city was redefined as a vibrant, dynamic destination full of experiences waiting to be explored. This transformation highlighted the power of engaging storytelling and the emotional connection built through the content.

Community interaction also saw a marked increase, with the organization’s followers becoming more engaged and connected. The campaign helped foster a sense of community among those interested in the region, strengthening relationships between followers and the brand, and demonstrating a strong interest in ‘curious content’, or insights into everyday local life.