Featured on Ed.12
AUTUMN/WINTER 2024

Florence is alive: Enjoy Respect Firenze

Fondazione Destination Florence and the Municipality of Florence have launched the #EnjoyRespectFirenze campaign in response to the increased wave of tourism and the desire to deliver a message for respectful, aware and sustainable tourism.

Leonardo da Vinci, Dante Alighieri, the Neptune of piazza della Signoria and the Electress Palatine are a few of the well-known figures chosen for the campaign, with a message of “Florence is alive: treat it with care” viewable on the posters, buses, taxis and billboards around the city. Enjoy Respect Firenze is a concept that was developed in 2017 as part of the broader ministerial project, Grandi Destinazioni Italiane per un Turismo Sostenibile, which invited visitors to experience the city with a sense of responsibility and respect for its extraordinary but delicate heritage.

Focuses of the project are the use of sustainable transport, the discovery of lesser-known Florence, the search for authentic local artisan products and respect for monuments, the environment and residents. Fondazione Destination Florence works to identify and promote effective and long-term actions for the management of quality tourism, with this campaign operating as an aggregator of all the information available to tourists for respecting the city.

Discover more about the campaign!

The planned involvement of Autolinee Toscane, Alia and Publiacqua widens the reach of the campaign, extending also to traders, taxi drivers, hoteliers, the Angeli del Bello Association and tourist operators in the area.

The graphics by the Flod agency are based on the simple yet effective concept that Florence is a living entity, with a delicate ecosystem whose balance must not be compromised. An ironic tone is taken to spark curiosity and foster appeal, with Dante Alighieri chosen to promote local crafts and foods, Leonardo da Vinci who advocates for intelligent ways of getting around the city, and Marzocco who calls for respect, especially when it comes to avoiding excessive noise at night and disposing of waste correctly. Neptune is the ambassador for respect for the environment, while the Electress Palatine bears the message that planning ahead ensures a better visit. Finally, there’s the pigeon, who represents the behaviour to avoid when visiting the city, such as climbing on statues or entering fountains. The tourist is entrusted to be a temporary custodian of the city through the fresh visuals and language of the campaign that has a high visibility in the city.