REAL GROUP – IMPACT INNOVATORS BOARD
- BRAND JOURNALISM
- Client: Royal Group
- Year: 2024
- Distribution: print, digital and social. Corriere TV, Corriere Nazionale and Corriere Torino and social amplification on the newspaper's Properties (Instagram) and Reale Group's Properties (LinkedIn)
A communication strategy that combines elements of journalism with brand storytelling through an editorial partnership.
To communicate Reale Group’s decision to make sustainability a central pillar of its strategy, we initiated a unique Brand Journalism project through an editorial partnership with “Corriere della Sera.” Through an international activation we selected 14 employees, to invite them to Turin and make them active participants in the governance of the Group, simulating a real Sustainability Committee, through the mechanism of role play.
Everyone was asked to propose new ideas and concrete actions on sustainability activities. Following them during the pre-event live preparation was an experienced coach and the editor-in-chief of Corriere della Sera, who also moderated the final day of debate and voting on the best proposal to be presented to the real Group Board. The entire journey was told organically in the pages of Corriere della Sera, in a video published on Corriere TV and on the paper’s social properties.
