Modena relaunches the “Be Part of It” campaign that celebrates UNESCO heritage through body art.

Over 30 million users reached in just nine months in 2024. The result starts again from this tourism promotion project “Modena World Heritage” with the return of the digital campaign online “Be Part of It”, which, through the innovative language of body art, tells the story of the Cathedral, Piazza Grande and the Ghirlandina Tower, inviting tourists and citizens to feel part of Modena's cultural heritage.

Even for the 2025 edition, the campaign stands out for its innovative creativity, which blends art and heritage through two new artistic subjects made by Francesca Cavicchio, World Champion of Art & Body Painting. The artist has transformed the bodies of the testimonials in living canvases, reproducing architectural details of the UNESCO monuments of Modena, highlighting the connection between people and heritage.

“The winning idea of ​​this campaign is to use art to excite and create a deep bond between the public and cultural heritage”, explained Andrea Bortolamasi, Councillor for Tourism and Culture of the Municipality of Modena. The concept plays on double meaning of “part/art”, emphasizing the fusion between visitor and monument through the artistic camouflage technique, a means of communication capable of offering new perspectives on the city.

To emphasize the success of the first edition Giovanni Bertugli, director of the City Promotion and Tourism service, declared: “In 2024 the campaign reached over 30 millions of users and generated 92 million contents viewed”. Furthermore, more than 50 thousand users have visited the pages dedicated to the World Heritage of Modena on the tourist portal VisitModena.

For 2025, the goal is further expand the audience, also involving German and English speaking tourists, thanks to direct connections with the Central-Northern Italy.

This second edition includes adigital amplification with interactive content, on-site initiatives and the distribution of temporary tattoos inspired by the artistic details of Unesco monuments. The campaign will be broadcast on main national digital platforms – come on social media ai video channels – to reach an even wider audience.

The campaign “Be Part of It” was recognized among the best national communication campaigns in the 2024 edition of the “Italia che comunica” Award.

The initiative is promoted and coordinated by the City Promotion and Tourism service of the Municipality of Modena, in collaboration with Integra Solutions and Studiowiki.

The project is part of the valorisation strategy of the Modena's tourist brand, developed in synergy with the Cathedral Museums, the UNESCO Site Coordination of the Civic Museum and Modenatur, and is financed by the Ministry of Tourism as part of the Fund for Municipalities with a tourist-cultural vocation that host UNESCO sites and are part of the UNESCO creative cities network.