#PESTO: Masterpiece of LIGURIA
The Region of Liguria selected the World Travel Market (WTM) in London as the international stage to showcase its gastronomic and cultural heritage through a spectacular initiative.
From November 6 to 8, 2023, the undisputed star of the event was an impressive giant mortar, a striking symbol of traditional Ligurian pesto. This unique installation floated along the Thames River, bringing the authenticity and flavors of Liguria to one of the world’s most prestigious global tourism platforms.
The event marked the first stop of a worldwide pesto tour, an ambitious roadshow aimed at strengthening Liguria’s identity abroad and fostering connections with industry professionals and international opinion leaders.
To enhance the experience, an exclusive evening at The Sea Container welcomed press and key stakeholders. Meanwhile, show cooking demonstrations and masterclasses by Ligurian chefs celebrated the region’s culinary traditions. The day also featured an elimination round of the World Pesto Championship, highlighting the central role of this iconic Italian specialty.
To maximize visibility, a promotional campaign was launched at Heathrow Airport, featuring a video ad produced by StarChestnut. The video captured the essence of pesto and Liguria, delivering an engaging visual narrative.
The success of the initiative was made possible through meticulous event planning and execution. StarChestnut oversaw the scenography design, event production, logistics, project coordination, location scouting, and full stage direction, ensuring a seamless delivery of this high-impact international event.
November 6-8, 2023
Project Title: #Pesto:Masterpiece of Liguria
Year: 2023
Client: Regione Liguria
Designer: Starchestnut
Team: Mariachiara Rossi, Davide Jucker
Photo Credits: © STARCHESTNUT Agency: Starchestnut
