PR and Media Relations for Brands in the Culture, in the'Entertainment & In the Media

Two distinct phases: first, the launch of online ticket sales in December, with the “early ticket” serving as the first announcement of the reopening; then, the grand opening of the spaces, with a focus on the exhibition in the Sala degli Orologi.

Identify and invite journalists and creators whose profiles align with the brand’s positioning, covering all areas of interest—Milan, art and culture, lifestyle, architecture, and design—with pitches tailored to the specific focus of each publication.

A day during which members of the press and creators got a sneak peek at the renovated spaces: a dedicated press conference, one-on-one interviews with the key figures, and over 40 journalists in attendance, including representatives from three television stations.

120 creators selected from complementary niches: travel and city breaks (41.9%), lifestyle (33.3%), architecture and design (12.9%), art, culture, and photography (11.8%). The predominant format was Instagram Reels, supplemented by carousels and TikTok videos.

Spontaneous conversations, tags, and requests for information in the days that followed. Many creators independently proposed returning to create content featuring natural light, co-creating editorial formats, and establishing partnerships—a sign of genuine identification with the project.

Celebrating the Treviso-based company’s 95-year history, featuring in-depth interviews with top executives on the value of family-owned businesses and the timeless appeal of games. Launch of the limited-edition “95” collection dedicated to the local area and a focus on the connection between popular classics—such as *Il Mercante in Fiera*—and contemporary popular culture, coinciding with its return to TV.

A PR campaign promoting screen-free time, featuring Dal Negro games as a way to rediscover the joy of spending time together, take an offline break, and exercise the brain—timed to coincide with Sconnessi Day and Disconnessi Day in February.

Sponsorship of the Burraco Society tournament, featuring the launch of custom-designed playing cards with artwork and portraits by Maurizio Cattelan and Paride Vitale—with the artist’s image replacing the jokers—which attracted the attention of the contemporary art world.

Major in-person events: the exhibition and live painting workshops at WOW Spazio Fumetto in Milan, featuring an artistic tribute to the Genoese Tarot cards designed for the occasion and tournaments with Burracomilano; participation and serving on the jury at the Italian Game Jam at Comicon in Bergamo, and attendance at Toys & Baby Milano.

Launch of the DN Green line of eco-friendly outdoor toys for young children and promotion of the “Le Bellunesi” charity card deck in collaboration with AKQA—presented at TEDxCortina and Scoop Cortina—created to support the reforestation of affected forests and scientific research.

Collectible card sets like “Prey and Predators,” designed by old-school tattoo artists to appeal to Gen Z; the nostalgic ’90s relaunch of the Top Quartetti line; and the announcement of the exclusive Italian distribution of Helvetiq games, including “Odin,” a finalist at the 2025 As d’Or awards.

Announcement of the April 2022 Job Fair to recruit and select 100 professionals for the new flagship store on Via Dante: two floors, 280 seats, and two stages for live music.

The official launch is set for July 2022, with the marketing campaign focusing on the brand's historical heritage: memorabilia from global music legends—from Madonna to Maroon 5—and iconic menus.

An exhibition of contemporary artworks such as *Il Gigante Basso* (The Short Giant), a sculpture of 16 short figures by Marco Menin, and the organization of contests and live performances for young local talent: *New Talents on Stage* and the educational program *School of Rock*.

A structured presence at Milan Music Week—Music Brunch with SAE Institute, a talk with Damir Ivic, a release party for Nickelback’s album, and the Beatles tribute “Shout”—and at Milan Wine Week. Seasonal CSR campaigns such as Pinktober in support of A.N.D.O.S. Milano, featuring a special menu created by chef Dominique Crenn, and family events: Halloween Rock Brunch, Carnival Rock Brunch, and the Breakfast Bunny egg hunt.

Announcement, in late summer 2023, that the company is doubling its presence in Lombardy with a second store inside Terminal 1 at Malpensa Airport.

PR campaign on reading—30 minutes a day—as an antidote to cognitive decline caused by digital overload. Introduction of bibliotherapy in bookstores as a tool for healing the soul: the “Punto e a capo” series in Saronno, in collaboration with psychotherapists, and special events featuring Stefania Ciocca and Dr. Frazzoni.

Development of the interactive TikTok filter “Tell Me How You Read and I’ll Tell You Who You Are” to playfully highlight the spirit of BookTok readers, and the launch of the national literary speed-dating series “I Can See It in Your Eyes” in collaboration with Ostello Bello, to bring readers together in person.

The Cargo Bike project traveled the streets of Milan giving away used books, combining sustainability with cultural accessibility. The Leggo Molto initiative—a bag full of books for 10 euros—was relaunched to mark the brand’s historic milestones, from its 40th anniversary in Bergamo to events in Mantua, Verbania, and BookCity Milan.

Announcements of National Grand Openings and Renovations: the expansion of the Modena store on Via Selmi for children and students, the opening of the Rome store on Via Cipro and the 30th anniversary of the Via Nazionale store, the Florence Rifredi store featuring the Museum of Narrative, the renovation of the historic Milan Santa Tecla store, and the new bookstores in Piacenza and Milan’s Lanino neighborhood in the Solari area. Announcement of a strategic partnership in the Lecco area with Perego Libri and positioning of the brand as a go-to resource for combating high school costs through guides on saving money on used school supplies.

Fourth edition. The festival is positioned under the “rebel” concept, with a strong focus on LGBTQ+ issues, disability, and social inclusivity (ranging from the documentary *March for Dignity* about the Pride parade in Georgia to open-air screenings for the homeless), enriched by the presence of prominent guests from the Italian film industry, such as Marta Gastini.

Fifth edition. Launch of the first entirely eco-friendly independent film festival, focused on environmental sustainability. The campaign highlighted the concept of low-environmental-impact film production («zero-impact films»), linking cinema to the protection of the planet and attracting guests who support the cause, such as director Ludovico Di Martino.

Sixth edition. The focus is on the growth of the vibrant community of international filmmakers and the inclusion of multidisciplinary artistic performances that blend music and film, such as Rodrigo D'Erasmo's special concert at the Sferisterio in Santarcangelo.

Highlighting the synergy with the town of Santarcangelo (through screenings at the Palazzo della Poesia) and the economic benefits for the local area: hotels and other lodging facilities were fully booked thanks to the influx of visitors and international experts.

A massive PR campaign marking the return of Goldrake after 45 years. The campaign capitalized on the emotional connection that Italian adults from the 1980s have with Actarus, highlighting the creative partnership with master Go Nagai and a modern, exceptionally high-quality visual design and animation team, unveiled in conjunction with the official presentation in Tokyo.

Official announcement of the acquisition of global distribution and streaming rights for the third season of the cult anime *Great Pretender: Razbliuto*, co-produced with the renowned WIT Studio: a position as a well-rounded player, capable of managing both pop culture classics and leading contemporary productions.