Introduction
Crossing the Alps has always been a monumental undertaking, but the TELT Lyon-Turin New Railway Tunnel project has demonstrated that even the greatest challenges can be successfully overcome. In this article, we will explore the path of strategic communication that accompanied the bidding phase for awarding the contract to UXT the consortium ITINERA-GHELLA-SPIE BATIGNOLLES and their technical partners.
The communication project led by Alberto Zavatta – Inspiring the next you, confirms that a clear definition of branding (UXT logo creation and concept), visual identity, and message has played a crucial role in shaping the success of such a challenging initiative.
Premise: The Initial Vision
When the project began, the bidding phase required deep reflection on communication. The definition of the concept, language, and graphic layout was a crucial phase, carried out with care and collaboration with the involved companies.
Strategic Foundations
Thanks to conceptual tools such as the “Project Strategic Communication Code & Branding Guide” and “Strategic Communication Directions, and Brand Implementation Strategy,” the project gained clear guidance. The creation of a Project Communication Plan provided a framework for post-bidding communication.
A Journey of Ideas and Identity
Ideation analysis fueled the creation of a “Strategic Communication Code,” a true super tool that shaped marketing, brand experience, and the project’s identity. The results of this phase will be reflected in the project’s recognizability, reputation, and media impact.
Focus on Content: Crafting a Narrative
The “Project Strategic Communication Code & Branding Guide” was the engine for creating a compelling narrative. The definition of the project’s background, brand essence, and institutional message laid a solid foundation.
The Legacy of Strategic Communication
Today, at the conclusion of the project, the “Project Communication Plan” is a tangible reality. Message dissemination activities, internal and external communication actions, will become an integral part of the entire initiative’s success.
Engaging Stakeholders
The procedural note on stakeholder engagement guided the methodological approach. Mapping, classifying, and developing a communication plan has contributed and will continue to contribute in the future to maintaining timely and appropriate communication with all major stakeholder groups.
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