TIM’s promotional campaign across Italy’s major railway stations has proved to be a highly successful destination marketing initiative. During the campaign period, the selected stations welcomed more than 60 million visitors, while the campaign generated 29 million advertising impressions and reached 4 million unique individuals, highlighting the effectiveness of the Marche Region’s communication strategy.
More than 60 million visitors in just over two months confirm the success of "Let’s Marche", the communication campaign promoted by ATIM – the Marche Tourism and Internationalization Agency. From 23 March to 6 June 2026, the campaign brought panoramic images of the Marche Region to Italy’s major railway stations. Through 24 large-format digital screens and 18 digital video walls, the campaign showcased the region to millions of travellers, confirming the effectiveness of a major national destination marketing initiative.
Developed in partnership with Grandi Stazioni Retail, the campaign was rolled out across the railway stations of Milano Centrale, Roma Termini, Roma Tiburtina, Torino Porta Nuova, Bologna Centrale, Venezia Santa Lucia, Firenze Santa Maria Novella and Napoli Centrale, using some of Italy’s most advanced high-visibility digital advertising systems.
"The results of this campaign demonstrate how a modern promotional strategy, focused on Italy’s major transport hubs, can serve as a strategic tool for increasing awareness of the Marche Region," said Francesco Acquaroli, President of the Marche Region. "Our goal was to showcase the Marche Region as an authentic destination, rich in breathtaking landscapes, cultural heritage, charming villages, and outstanding food and wine traditions, reaching millions of potential visitors in some of the country’s busiest travel hubs. We will continue investing in targeted communication initiatives to further strengthen the Marche Region’s position among Italy’s most attractive travel destinations."
The campaign also delivered impressive audience results, generating 29 million advertising impressions (OTS), reaching 4 million unique individuals, achieving 120.7 Gross Rating Points (GRP) - an indicator of high advertising exposure - and an average of 7.5 exposures per person, confirming the campaign’s strong visibility and impact.
The audience profile was equally significant: 21.7% of those reached were international visitors, while 78.3% were Italian. The largest audience segment was between 35 and 64 years old, the demographic with the highest purchasing power and greatest propensity to travel. According to analyses by Grandi Stazioni Retail, this audience has a strong interest in tourism, culture, nature, food and wine, and events, all key pillars of the Marche Region’s tourism offering.
The campaign represents one of ATIM’s highest-profile promotional initiatives of 2026 and highlights the importance of combining strategic planning, digital innovation, and robust performance measurement, principles that are becoming increasingly central to the Marche Region’s tourism promotion strategy.
These results further confirm the effectiveness of ATIM’s destination marketing approach, which is increasingly focused on maximizing the impact of promotional investments while strengthening the competitiveness of the Marche Region across both domestic and international tourism markets.
