While the town of Foligno was flooding with young minds and multiple languages, a group following the AURORA project met up in the Museo Capitolare Diocesano for lectures and workshops on tourism, marketing and innovative technology applications.

On the first day, the Italian and Spanish students and their teachers followed the lecture of Ylenia Cariani, tutor of the CHRACKLAB, touching on topics of marketing and tourism, from the basis of communication up to all the different types of marketing. Teachers and students spent a generous time interacting and posing questions, opening conversations about doubts on green marketing and whether companies use it truthfully or simply as a promotion strategy.
In the afternoon of the same day, the AURORA group participated in an interactive treasure hunt around the most important points of interest of Foligno, getting to know its beautiful hidden gems and each of the town’s rioni.

On the second day, led by the CHRACKLAB tutor Francesco Donatelli, the group was introduced to green marketing, with reference to marketing strategies, sustainable communication, advantages and challenges, and the phenomenon of greenwashing. Then guerrilla marketing came into focus, with mention of its principles and types, risks and challenges. The second half of Thursday’s session was headed by Paolo Russo, president of the CHRACKLAB, who made an introduction on artificial intelligence and AR/VR, discussing applications in the tourism sector.
The afternoon was full of movement, as it contained visits to Bevagna, Montefalco and Giano, all part of the Road of Sagrantino Cultural Immersive Experience. The group followed the AR project by scanning its QR codes around the towns, finally leading to the Sagrantino Museum where the VR headsets offered for a truly unique immersive experience of the locations and their history.

On the final day of the festival, led again by Paolo Russo, the group began their much anticipated hands-on experience of creating a piece of AR enhanced content for one of the paintings located at Museo Diocesano. The students collaborated and tested the results of their work in real time before heading to Palazzo Trinci for the final event of the evening.

Three days full of learning, landscapes and modern technology have come to an end. Thank you to the AURORA students and teachers for their participation! See you again soon!