When the mayor and the thermal baths councilor of Alì Terme called me to launch Aquae Vitae, I realized it would be a game-changer—a stone thrown into the thermal waters of Sicily.
The challenge?
To unite politics, culture, medicine, tourism, and local communities in a single narrative in just a few months.
We built an organizational machine connecting thermal spa experts, representatives of the most famous spa towns (from Abano Terme to Fiuggi), speakers, journalists, doctors, and institutions in a two-day event that would make national headlines.
Distinguished guests such as Senator Umberto Fusco, ANCoT president Franca Roso, and Federterme president Costanzo Jannotti Pecci answered the call of Alì Terme, whose administration was eager to promote thermal culture as a resource for tourism and public health.
Unforgettable was the late-night interview with Professor AntonGiacomo Rizzo, a former mayor and true connoisseur of the subject: an endless brainstorming session that made our communication strategy even stronger and more informed.
The result?
An event lived in synergy by institutions, politicians, administrators, doctors, with the support of national and regional leaders.
Aquae Vitae left its mark in the media, with extensive press coverage and an impact that—even if brief—put Alì Terme at the center of Italy’s thermal conversation.
What remains?
The awareness that Sicily, like all of Italy, hides multiple vocations and stories waiting to be rediscovered: saints, entrepreneurs, cuisine, tourism, and ingenuity. Branding a territory is never finished: you can be a “wannabe-leader” or a real one—the important thing is to keep searching and innovating.
“Aquae Vitae was a meeting point between identity and innovation,
between thermal tradition and contemporary storytelling. A clear example of how
communication can change the perception of a place.”
Skills gained:
- Branding for institutional and tourism events
- Logo creation, visual identity, and promotional materials
- Organization and management of multi-speaker events
- Political and institutional communication
- Press review and media relations
- Territorial storytelling and thematic copywriting
- Partnerships between public bodies and associations
- Stakeholder and speaker coordination