To communicate the positioning of the Trentino region as a snowboarder paradise for young people, the agency developed a multi-channel strategy based on the “Upsidown” concept as an expression of the snowboarders’ way of life.

The core of the strategy is an experiential website, where users can experiment, learn and share in the upsidown lifestyle.

In addition, complementary activity was developed: - A special MySpace profile for sharing experiences- A video contest to let people express their interpretation of ‘upsidown’ - Interactive banners and widget- Upsidown videos- Community marketing- A final concert event in Trentino