The first Geographical Indications Global Forum

Origo, the first international network dedicated to Geographical Indications, is the first event focusing attention on businesses that have produced, generation after generation, high quality agro-food products while preserving history, culture and tradition. The event was born to create new business opportunities and promoted by the Italian Government and the Emilia-Romagna Region in partnership with the European Commission. They looked to the The Ad Store to become their strategic, creative and operative partner.

Like a fingerprint, each Geographical Indication is different, unique, inimitable — intrinsically connected to its origin. With this in mind, The Ad Store built the branding and communication. The campaign created familiarity through relevant and memorable naming coupled with a brand logo stemming from the combination of a fingerprint and the canons typical of the GIs logotypes.

The campaign started with a video, which highlighted the economical and cultural value of Geographical Indications in a moving and engaging way. The communication plan included a digital marking plan as well as PR and Media Relations activities in order to attract the attention of top buyers and operators. It was designed to explain the importance of Origo to create new synergies in the face of the globalization challenges. The landing point for all online and offline communications was Origo’s digital hub, where stakeholders could register for the event and discover and explore the Forum’s topics.