Positioning Trentino as a premier sustainable travel destination for the UK market focusing on alpine scenery, outdoor adventure, culture and gastronomy.
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To establish Trentino as a year-round, sustainable tourism destination, with authentic experiences on offer across all seasons. Raising awareness for Trentino’s tourism offering and increasing the number of visits from the UK while tackling overtourism through the promotion of low-impact, seasonal travel and respectful visitors.
AM+A developed a comprehensive 24-month press office strategy designed to generate consistent, high-quality coverage in leading UK media titles. This included running a press office, organising individual and group press trips and hosting media events.
During the first six months, our work leveraged stories which reinforced Trentino’s year-round appeal and timely news angles including the launch of the La Via delle Valli hiking trail and the 30th anniversary of the Sounds of the Dolomites concert series.
Press office activity
We established a bespoke media database for the UK and developed timely press releases and roundups covering Trentino’s latest developments. Key themes for our pitching activity so far has included:
Host of 2031 UCI Cycling Super Worlds: Why Trentino is a standout cycling destination
Press trips
To mark the 30th anniversary of the Sounds of the Dolomites, AM+A organised a group press trip featuring four UK journalists, who explored the natural beauty of the Primiero Valley and attended an exclusive performance by musicians from the world-renowned Berlin Philharmonic.
For individual press trips, AM+A worked closely with the tourism board to develop tailored itineraries aligned with each publication’s audience to showcase the best of the destination.
Media event
We hosted an autumn media event in London attended by 23 top national journalists and freelancers. The Taste of Trentino apericena experience celebrated off-season produce while informing journalists about what Trentino had to offer for winter and into 2026.
AM+A generated 55+ items of coverage (June-October) with a combined total reach of 130,612,493.
Key coverage highlights include:
Daily Express: Italian town without crowds so picturesque it feels like a painting
The Times: The 26 loveliest places to stay on the Italian Lakes
National World: I saw a new side to Italy during a brilliant adventure holiday - it was a true Alpine dream
The Guardian: Sleigh rides, spas and snowshoeing: 10 of the best winter holidays in Europe
Irish Daily Mirror: Music in the mountains: Tune up for Trentino with Sounds Of The Dolomites festival
Press Office Services
Content Creation
Strategy Creation
Copywriting
Reporting and Analysis
Press Trip Management
Creative campaign support
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