For the Azienda di Promozione e Formazione della Valtellina, we conceived and organised “La mia Valtellina”, a press event designed to showcase the region through sport, tourism and outstanding local food and wine. Held on 20 May 2026 at VOCE Aimo e Nadia in Milan’s Piazza della Scala, the event brought together around 35 journalists covering travel, sport and lifestyle.
We managed the creative concept, event organisation and all PR activities, identifying and engaging key publications and journalists. The aim was to build a narrative that highlighted Valtellina’s identity and the breadth of experiences it offers, providing the media with story angles tailored to their different editorial interests.
At the heart of the evening, Arianna Fontana, Valtellina’s ambassador for 2026, shared her connection to her home region through her personal and sporting journey. From her first steps on the ice in Valmalenco to training in Bormio, the champion described the role Valtellina’s mountains played in shaping her, offering an authentic account of belonging, determination and passion for sport.
Her contribution opened up a broader exploration of the region’s outdoor opportunities, from hiking and climbing to road cycling and cycle touring. With its varied routes and experiences, Valtellina appeals both to sports enthusiasts and to those seeking a closer connection with nature. Particular attention was given to its summer offering and diverse cycling routes, explored in contributions from Fabio Grazioli of APF Valtellina and Pierluigi Negri, Director of the Tirano Tourism Consortium.
Alongside sport, food and wine completed the experience of the destination. A tasting curated by chef Alessandro Negrini introduced journalists to local specialities, including Bresaola della Valtellina PGI, Valtellina Casera PDO and Bitto PDO, complemented by a menu featuring ingredients from Valtellina and a selection of local wines. The experience brought to life the connection between landscape, culinary culture and hospitality.
The event received coverage in outlets including Sport Mediaset and Il Giorno, with features exploring Arianna Fontana’s personal story and Valtellina’s appeal as a destination for tourism and sport. This coverage extended the event’s themes beyond the evening in Milan, giving audiences further opportunities to discover the region.
With “La mia Valtellina”, we brought together creative development, event organisation and media relations in a destination communications project built around an authentic voice. The result was an integrated approach that connected people, places and experiences, turning the distinctive qualities of the destination into content with strong editorial relevance and visibility.
