Scabec's digital strategy reached 27 million during 2020 pandemic

In 2020, Scabec, the cultural promotion organization for the Campania Region, made remarkable strides in digital outreach, engaging more than 27 million individuals (20% from outside Italy), increasing its follower base by 750%, and garnering around 900,000 minutes of viewing time. Established in 2002, Scabec is dedicated to cultural initiatives. Giuseppe Ariano, the Marketing & Communication Director, revamped its social media strategy in 2017. During the initial lockdown, Scabec shared insights into Campania's cultural heritage and introduced the Cultura Campania portal. The organization also manages the Campania ArteCard and collaborated on a radio show that transitioned to Instagram TV. Notable sites featured included Pompeii and the Royal Palace of Caserta. Currently, 70% of its budget is devoted to digital communication, a shift accelerated by the pandemic.