Brand Tone

Passionate & Enthusiastic, Friendly & Approachable, Authentic & Local, Informative & Engaging, Inclusive & Accessible, Confident & Pioneering

Brand Values

• •Passion: Offering real, engaging, and alternative travel experiences driven by a love for Italy and its culture.
• •Accessibility & Inclusivity (summarized by "FREE"): A strong belief in a different way of making culture accessible, supporting everyone's right to enjoy it regardless of budget. This translates to the "pay-what-you-want" model.
• •Local Empowerment & Authenticity ("LOCAL"): Supporting local community development by giving a voice to independent, passionate local guides and offering genuine experiences beyond typical tourist traps.
• •Quality & Professionalism: Emphasizing that their guides are licensed, knowledgeable, and committed to providing high-quality tours. They strive to keep guides updated and create unconventional itineraries.
• •Community & Network: Building a network of guides and tour operators across Italy, fostering a sense of shared purpose and collaboration.
• •Innovation: Born from a desire to offer a new way to discover cities, focusing on stories and local perspectives.

Best Practices

• •Embrace Passionate Language: Use vivid adjectives and enthusiastic verbs that convey genuine excitement for Italy, its culture, and the joy of sharing it (e.g., "breathtaking," "unforgettable," "discover the soul of," "fall in love with").
• •Prioritize "Local" and "Authentic": Consistently use terms like "local guides," "authentic experiences," "hidden gems," "like a local," "off the beaten path" to reinforce this core value.
• •Maintain a Friendly and Inclusive Voice: Address the audience directly and warmly (e.g., "Join us," "We can't wait to show you"). Ensure the language is welcoming to all types of travelers and clearly explains the "pay-what-you-feel" model in a positive light.
• •Storytelling is Key: Encourage a narrative style. Instead of just listing facts, frame information as stories, anecdotes, or discoveries, reflecting how the guides operate.
• •Be Confident, Not Arrogant: While highlighting their status as a leading network, ensure the tone remains approachable and focused on the traveler's experience rather than just self-promotion. The confidence should come from the quality and passion they offer.

Social Perception

High-Quality Tours, Authentic Experiences, Great Value, Trustworthy & Reliable, Engaging and Fun, Understanding of the Model

Copy Examples

• •Instagram Post Caption: Uncover the soul of [City Name] with us! ✨🇮🇹 Our local storytellers are ready to take you beyond the postcards and into the heart of authentic Italy. Ready for an adventure you won't forget? Tap the link in our bio to find your tour! #FreeWalkingTourItalia #ExploreItaly #LocalExperience #[CityName]Adventures #TravelItaly
• •Website Homepage Banner Text: Italy, Like a Local. Discover the real magic with Free Walking Tour Italia – Your passionate guides to unforgettable stories and hidden gems. Pay what you feel the experience is worth!
• •Facebook Ad Copy: Tired of tourist traps? 😩 Experience [City Name] with Free Walking Tour Italia! Our passionate, licensed guides share secret spots and captivating tales you won't find anywhere else. Join a tour, meet fellow travelers, and fall in love with Italy's true spirit. Book your spot – it’s free to reserve! Learn more: [Link to Website]
• •TikTok Video Concept Description (On-screen text over a fast-paced montage of beautiful city spots and happy faces): POV: You stopped just 'seeing' Italy and started *experiencing* it. ❤️‍🔥 Wanna know the secrets? 😉 Link in bio! #FreeWalkingTourItalia #ItalyTravel #SecretItaly #TravelTikTok #AdventureTime
• •Email Newsletter Snippet (promoting a new city tour): Ciao [Traveler's Name], get ready to be enchanted! We're thrilled to announce that Free Walking Tour Italia is now weaving its magic in the stunning city of [New City Name]! Imagine uncovering ancient secrets and vibrant local life with a guide who knows every cobblestone and story. Passion, discovery, and authentic connections await. Find out more and book your free spot!