Media: Publishing brands

Mondadori Academy is launching a new training programme dedicated to manga comics, developed in collaboration with the publishing house Star Comics and the magazine Manga Issho, a leading European platform for manga creation and distribution. At the heart of the project lies a clear ambition: to help participants “become Mangaka, true creators of manga.”

The new courses have been designed to provide practical tools for understanding and experimenting with the language of manga, transforming passion into creative expertise.

This distinctive training offer is structured across four courses, each focused on a key stage of the creative process:

• telling a story in manga form;
• creating compelling characters;
• storyboarding, direction and page pacing;
• the Manga World: creativity, publishing and audience.

Guided by established authors and industry professionals, participants will explore the very core of manga culture, discovering how stories and characters are developed to captivate millions of readers worldwide. The courses adopt a practical and accessible approach: through examples, analysis and hands-on tools, learners will gain a clear understanding of how a manga takes shape, from the initial concept through to the construction of the final page. This is an opportunity both for aspiring creators and for enthusiasts who wish to refine their style and develop a more informed understanding of the creative process.

Through the collaboration between Mondadori Academy, Star Comics and Manga Issho, the initiative represents a meeting point between education and the publishing industry, combining academic expertise with professional know-how. It positions manga not only as a form of entertainment, but as a contemporary creative language and a powerful means of expression.

The courses are available at www.mondadoriacademy.it.

Mondadori Academy
Mondadori Academy is the online learning platform of the Mondadori Group. Drawing on the expertise of its brands, it offers innovative, accessible and high-quality training programmes across a wide range of fields. From artificial intelligence and design to manga comics and entertainment, with additional courses launching in the coming weeks.

Alpitour, the travel brand of Alpitour World known for offering relaxation, comfort, quality, and reliable organisation, is excited to announce a new partnership with the leading magazines in science communication for children and young people from the Mondadori Group.

Starting summer 2026, families staying at Alpiclub resorts will be able to enjoy 30 interactive workshops, developed around Focus Junior and Focus Pico activity card sets. These will enhance the Alpiclub resort activities, the family-focused line, allowing young guests to explore the wonders of science, creativity, and hands-on skills, with a focus on environmental awareness, through guided activities designed to foster independence and a spirit of discovery.

The activities are tailored by age group: those developed with Focus Junior will engage children aged 8 to 13 in practical experiments and scientific challenges, while Focus Pico activities are aimed at younger children, offering a playful, sensory approach to learning and creativity.

Resort animators, specially trained in both educational methods and group management, will guide participants through every step, from building the perfect sandcastle to creating simple objects from recycled materials, such as frisbees made from paper plates. To support the experience, dedicated kits will be provided, which will include not only the activity cards and a guidebook with instructions and additional insights to make the activities even more intuitive and engaging, but also all the creative materials needed.

The partnership will also be covered through editorial content on the Focus Junior website and social media channels, as well as in newsletters.

Through this project, Alpitour, Focus Junior, and Focus Pico reinforce a shared belief: curiosity is the beginning of every journey. The activity card kit sets become a bridge between fun and learning, turning a family holiday into an opportunity to explore, discover, and enjoy together.

For more information about the initiative, please visit www.alpitour.it

A Festival marked by outstanding numbers for TV Sorrisi e Canzoni, the Mondadori Group’s reference point in the world of entertainment, which, thanks to the many initiatives created during Sanremo week, reached its audience across all channels — magazine, social, digital and live — including the brand-new Sorrisi The Beach Club.

THE SUCCESS OF SORRISI THE BEACH CLUB

The editorial headquarters of Sorrisi was the brand-new Sorrisi The Beach Club, a more than 500 square meters space located between the swimming pools of the Royal Hotel, one of the most charming historic hotels in the City of Flowers.

Over the course of the week, the venue hosted more than 60 competing artists and special guests for interviews and original formats. For the first time, it also opened its doors to the public, offering a rich schedule of activities ranging from partner-led experiences to poolside aperitifs.

Sorrisi The Beach Club also provided the setting for a surprise celebration following the Festival awards ceremony. In attendance were winner Sal Da Vinci with his family, along with runners-up Sayf and Ditonellapiaga, who joined the festivities after posing for the traditional exclusive cover shoot for TV Sorrisi e Canzoni.

THE PROGRAMME AT SORRISI THE BEACH CLUB

Throughout the week, Sorrisi The Beach Club hosted a continuous daily programme of interviews with artists and Festival guests through dedicated formats. These included Colazioni con il direttore, created in collaboration with Caffè Motta and Mielizia, during which Aldo Vitali, Editor-in-Chief of TV Sorrisi e Canzoni, sat down with competing artists such as Sal Da Vinci, Arisa, Tommaso Paradiso, Malika Ayane and J-Ax.

Equally popular were the Aperitif sessions, held in partnership with Martini, where Fulminacci, Levante, Elettra Lamborghini, Raf and Leo Gassman discussed Festival highlights and behind-the-scenes stories with the Editor.

In collaboration with Mandarina Duck, Sorrisi launched the new format #lavaligiadisanremo, in which Ermal Meta, Bambole di Pezza, Blind, Soniko and El Ma and the Young Category winner Nicolò Filippucci shared travel anecdotes and revealed the one essential item they never travel without.

But the surprises kept coming: every day brought a fresh episode of the vodcast Gimme Five, with Jody Cecchetto reinventing the classic interview by transforming each question into a fast-paced top-five challenge. Guests included: Mara Sattei, Michele Bravi, Nayt, and Dargen D’Amico who opened up with intimate, humorous and unexpected stories.

Throughout the week, each artist received bespoke gifts thanks to limited-edition champagne magnums created by Comte de Montaigne featuring the singers’ names, while Lavoratti 1938 fully branded the poolside kiosk with a selection of its most iconic products and presented artists with personalised boxes of chocolate pralines.

30 MILLION SOCIAL VIEWS FOR SORRISI

TikTok , the brand’s Official Entertainment Partner during the Sanremo Music Festival, became the channel through which Sorrisi expanded and enrichened its storytelling. Eva Calvani created original content in own her format with competing artists including: Eddie Brock, Bambole di Pezza, Enrico Nigiotti, LDA & Aka 7even, Maria Antonietta and Colombre generating over 3 million views.

Through in-app conversations, TikTok added a further layer to the entertainment experience: the creativity of individual creators enhanced the narrative with distinctive and personal perspectives, inspiring new interpretations and creating an impact that extended beyond the platform itself.

As with every edition of the Festival, www.sorrisi.com served as an essential guide for audiences following the televised event, offering exclusive song lyrics, nightly line-ups and live updates from the press room, and recording 25 million page views in February alone. Across the Sanremo week, TV Sorrisi e Canzoni’s social network channels generated over 30 million views.

TV Sorrisi e Canzoni’s Fantasanremo league  also proved a major success, with 110,000 registered teams engaging audiences in interactive participation.

A SPECIAL ISSUE DEDICATED TO THE FESTIVAL’S FINALE

Continuing its long-standing tradition, TV Sorrisi e Canzoni has published a third special issue dedicated to the Festival’s final night, available on newsstands from today.

The cover features winner Sal Da Vinci alongside runners-up Sayf and Ditonellapiaga, who, immediately after the awards ceremony at the Teatro Ariston, visited the Sorrisi editorial office for the traditional trophy photograph, taken exclusively for TV Sorrisi e Canzoni’s magazine. The issue also includes an extensive special report from the Sanremo week, featuring an unprecedented 30-page “Best of” filled with backstage insights, exclusive stories and Festival anecdotes, alongside dedicated coverage on the Sorrisi website.

VERTICAL MUSIC

At Sorrisi The Beach Club, TV Sorrisi e Canzoni officially announced the third edition of Vertical Music, the 9:16 music contest created in collaboration with Interproject and AcquaViva. The competition offers emerging talents the opportunity to submit original songs in vertical video format to be evaluated by an expert jury. The event was hosted by TV Sorrisi e Canzoni journalist Matteo Valsecchi and featured Sedona and Nora, two of the five finalists from the previous edition. In addition, the event was brought to life by performances from Birthh and Dario Comparini, two artists involved in Ticketmaster’s brand-new project, which marks the beginning of a new partnership with Sorrisi aimed at supporting emerging musical talent.

Vertical Music requires participants to produce an original track accompanied by a music video lasting between 60 seconds and three minutes.

Entries will open this month and remain open until mid-July. Selected profiles will then perform at “Il Festival dello Spettacolo” in November 2026, where the winner will be announced.

Involved partners

The interior and exterior design of Sorrisi The Beach Club, created by Studio Pisk in collaboration with numerous Italian design companies including: Calligaris supplied the tables, chairs and sofas; Celeste provided cushions and outdoor lounger covers; Fantin designed the fitted kitchen, complete with Smeg appliances; Oluce illuminated the space with its designer lighting; alongside Sikkens and Perdormire.

In addition, this year once again a wide range of companies – engaged by Piemme, the exclusive advertising sales agency for TV Sorrisi e Canzoni – chose to partner with the brand through bespoke collaborations and initiatives developed throughout the Sanremo week.

• ActionAid returned for the second consecutive year as Charity Partner of TV Sorrisi e Canzoni. Competing artists donated personal items, which were auctioned on CharityStars during the days of the Festival; proceeds will support the development of an anti-violence centre in Uganda. The initiative was also showcased and amplified through an exhibition hosted inside Sorrisi The Beach Club for the entire week.
• With KIKO Milano, beauty met style in an exclusive space inspired by the new Limited Edition HUG COUTURE collection, available in all stores. This experiential area was dedicated to discovering and testing the spring collection, where the beauty experts from Italy’s number one make-up brand offered personalised consultations and retouch sessions to enhance every Festival look.
• Muitomas, the lifestyle brand of the Esprinet Group, featured a visually striking display corner conceived as a visually striking and Instagram-friendly space: an immersive environment where colour, the brand’s defining element, took centre stage, creating a vibrant and engaging glow experience within Sorrisi The Beach Club.
• Entertainment and technology came together in the dedicated space for Roborock, the world-leading robot vacuum brand. Through interactive quizzes, personalised demonstrations and branded gadgets, visitors discovered a new approach to home management focused on practicality and free time.
• With Grotte di Frasassi, the journey became virtual and immersive. In a dedicated area, guests experienced the wonders of the territory through VR headsets, combining technological innovation with the promotion of Italy’s natural heritage.
• The interiors of Sorrisi The Beach Club were made even warmer and more welcoming thanks to Calligaris, which furnished much of the space. Its contribution reinforced the identity of the venue, creating a harmonious and comfortable atmosphere that welcomed artists and guests throughout the week.
• As tradition dictates, the unmissable coffee appointment with the editor-in-chief of TV Sorrisi e Canzoni, Aldo Vitali, returned once again. The intense aroma and authentic flavour of Caffè Motta accompanied Sorrisi’s daily schedule, with a coffee break open to visitors and guests alike.
• Mielizia enriched the Casa Sorrisi experience by accompanying morning moments with high-quality products that tell a 100% Italian story, perfectly aligned with the tradition of the Italian Song Festival.
• Sweet breaks were curated by Gelateria La Romana dal 1947, a benchmark of Italian artisanal ice cream. Present inside Sorrisi The Beach Club with its Gelato Cart and outside with its iconic Gelato Bike, the brand created an atmosphere of genuine conviviality where visitors could enjoy an exclusive selection of traditionally prepared ice cream.
• Mandarina Duck partnered with Sorrisi The Beach Club with two dedicated corners showcasing the LOGODUCK+ world in Sanremo: soft, compact polycarbonate trolleys designed for smoother, more informal and lighter travel, where colour becomes both language and identity. The exclusive LOGODUCK+ Sandokan capsule collection, the latest SS26 launch, also featured as the backdrop to the editorial format #lavaligiadisanremo, bright, energetic and instantly recognisable.
• Martini animated the TV Sorrisi e Canzoni aperitif in the Chill Area of Sorrisi The Beach Club, an elegant setting within the Royal Hotel. Taking centre stage were MARTINI’s signature spritzes: Bianco Spritz, Bitter Spritz and Vibrante Spritz, the non-alcoholic twist on the classic cocktail.
• Outside Sorrisi The Beach Club, the new Ford Puma Sound Edition was the true star, inviting visitors to enjoy a sound experience not only to be heard but felt throughout the body. The advanced 650-watt B&O audio system does more than reproduce sound: it transforms it into a deeply tactile experience. Music pulses, envelops and generates vibrations that engage the entire body. Visitors were also able to take part in engaging performances aboard the car, trying their hand at a live rendition of the iconic “Fiumi di Parole”. A highlight of the event came on 27 February, when Jalisse were special guests, bringing the occasion to life with performances aboard the car.

• Colgate was also present with a glass box installation in central Sanremo dedicated to the concept “Purple is the New Instant White”: from a Korean photo booth capturing radiant smiles, to a “wheel of fortune” offering branded gadgets, and expert advice revealing the secrets to achieving an instantly whiter smile with the Colgate Max White Purple routine.

TV Sorrisi e Canzoni, is a Mondadori Group brand and the go-to source for television and entertainment enthusiasts, reaching 2.6 million readers each month (source: Audipress 2025/I), 4.2 million website users (source: Audiweb Jan–Oct 2025) and 1.15 million fans (source: social insights IG, FB, TikTok, X, YouTube) through a fully integrated multichannel ecosystem spanning magazine, website, social media, events and related products.

Focus Junior, a leading brand in the kids’ sector, has launched “Connessi ai Sentimenti” in partnership with Samsung. This editorial project is aimed at lower secondary school students and teachers, encouraging reflection on emotional education and digital wellbeing.

Focus Junior’s initiativegives a voice to today’s preteens and teens, highlighting their emotions, which are often overlooked in the fast-paced world of social media and digital life.

At the heart of the project is a digital kit for emotional education, which can be downloaded directly to your phone or PC. This includes:

• A 16-page mini digital book designed like a social media feed;
• A printable emotional education guide, to display in classrooms;
• Two lesson ideas for teachers to make the most of the material.

“I think adults should sometimes step back and listen without judging,” says Sarah Pozzoli, Director of Focus Junior. “We might even learn something ourselves. At home and at school, too much emphasis is placed on performance and grades, but girls and boys are, above all, people.”

Tell.it: a “social network” in a few pages

At the heart of Focus Junior‘s initiative is a 16-page mini-book called Tell.it, structured like a real social network.

It features a feed of true or realistic stories curated by Focus Junior, illustrating 13 different situations young people might face. These narratives are complemented by peer responses and insights from pedagogue Stefano Rossi offering a helpful perspective on what goes on inside a young person as they interact with friends, family, school, and the digital world.

The manifesto in “10 Digital Top Tips”

The “Connessi ai Sentimenti” manifesto compiles 10 Digital Top Tips, covering what teens may not know but absolutely should:

• “Like the stars…”: when you’re online, remember it’s like watching a movie – it eventually ends, and your real life goes on;
• “Would you say it to their face?”: before posting on social media or in a chat, ask yourself if you would say it in person;
• “I’m fearless…”: courage sometimes means not following trends blindly and going against the flow;
• “Goodnight to you”: don’t seek help from your smartphone – staring at a screen before bed isn’t a good idea. Talk to a trusted adult instead;
• “I’m social, but not on social”: if being offline is hard sometimes, invite a friend to do something together in real life;
• “Do I really need it?”: before buying something, ask yourself if you needed it before seeing the ad;
• “Love on social lasts forever”: if you stop checking every post, story, or comment, maybe things will resolve sooner;
• “What harm can it do?”: you have zero control over what you share online. If in doubt, don’t send it out;
• “No friends except virtual ones”: show interest in those around you, and they may reciprocate, helping you discover shared interests;
• “I’ll delete it later”: think carefully before posting online. It could stay there forever.

“With this project, we aim to create concrete tools that help young people recognise, understand and express their emotions. At Samsung, we believe technology should enable positive growth, supporting not only learning but also the development of more aware, empathetic individuals ready to face future challenges,” says Anastasia Buda, Head of ESG, CSR & Internal Communication at Samsung Electronics Italy.

Two types of lessons for teachers (and parents)

Focus Junior’s digital kit also includes two lesson ideas to help teachers explore the mini-book with students, turning it into an opportunity for discussion, activities, and reflection. The content can also be used at home, supporting everyday dialogue between parents and their children, in a family environment.

An open call to action for young people

Finally, a call to action encourages students to submit their own stories anonymously to focusjunior@focusjunior.it. The most significant submissions will be selected and published by the Focus Junior editorial team.

Focus Junior is a multimedia platform for children aged 8 to 13, entertaining them with friendly language and a graphic style that reflects their world.

Alongside classic topics such as nature, science, and animals, the magazine covers issues specific to young people: behaviour, emotions, sports, adventure, celebrities, and technology.

Both the magazine and the website dedicate significant space to play, offering entertainment in a safe context while promoting interaction among young readers.

AdKaora, the digital company of Mondadori Digital, announces a strategic partnership with YEP (Your Eco Plan), a platform specialised in measuring, optimising, decarbonising, and activating environmental impact in digital advertising.

Thanks to this agreement, AdKaora integrates YEP’s Media Environmental Efficiency KPI (or Impact KPI) into its offering, adding a new level of measurement alongside traditional media KPIs. The system enables advertisers to assess how environmentally efficient a campaign is, without altering existing media buying strategies or operational workflows.

Environmental efficiency becomes part of media KPIs

Digital advertising today contributes over 3.5% of global CO₂ emissions, an impact comparable to the entire aviation sector. At the same time, growing European regulatory pressure, including the CSRD (Corporate Sustainability Reporting Directive – EU 2022/2464), is encouraging companies to consider advertising as part of their Scope 3 emissions.

In this context, there is a need to complement traditional media KPIs with new indicators capable of measuring not only performance but also the environmental efficiency of advertising delivery.

Making the impact actionable within the media

“We are pleased to collaborate with Luca Brighenti and YEP to offer our clients a timely tool that integrates environmental impact directly into media strategies, at a moment of strong and justified attention to green issues,” says Davide Tran, CEO of AdKaora and MarTech Hub Director at Mondadori Digital. “This partnership strengthens our positioning as an innovative player and allows brands to link advertising delivery to measurable and trackable environmental indicators.”

“With AdKaora, we introduce the Media Environmental Efficiency KPI directly within the agency’s offering,” states Luca Brighenti, Founder of YEP. “The goal is to make environmental efficiency a native media metric, integrated into campaign planning and evaluation, complementing traditional performance KPIs with a new operational dimension.”

How the integrated solution works

Within AdKaora’s offering, the new KPI is activated as a plug-and-play solution requiring no additional technical integrations. Through a single operational layer, the system provides:

• Measurement of environmental efficiency: calculating the environmental intensity of advertising delivery (gCO₂ per impression, energy consumed, campaign footprint) via a carbon data platform aligned with global frameworks such as the Global Media Sustainability Framework (GMSF);
• Optimisation of media efficiency: continuous analysis of media configurations to identify opportunities to improve environmental efficiency, with actionable recommendations integrated directly into planning strategies;
• Decarbonisation and activation of environmental projects in Italy: for unavoidable emissions, brands can activate decarbonisation solutions via certified carbon credits and local nature-based projects (reforestation, agroforestry, marine ecosystem protection), linking media efficiency to tangible environmental outcomes;
• Efficiency-ready reporting: YEP reporting translates delivery into clear environmental indicators — Footprint Index, Optimisation Index, and Outcome/Activation Index — which together form the Impact Score, a single metric representing the overall environmental efficiency of the campaign.

A truly magical evening unfolded at the Opening Party of TV Sorrisi e Canzoni, Italy’s leading entertainment brand, which once again traditionally kicked off the week dedicated to the Sanremo Festival and its stars.

Last night, Sunday 22 February, more than 530 guests gathered at the prestigious Royal Hotel in Sanremo alongside the Sorrisi editorial team. Among those attending were Carlo Conti, Artistic Director and host of the Festival, Laura Pausini, singer and co-host, the artists competing in the Festival, and numerous figures from the world of entertainment. The exclusive event celebrated the music and history of the Festival through shared emotional moments and a special live performance.

Two particularly meaningful moments framed the evening: the presentation of the Telegatto, one of Italy’s most beloved entertainment awards, to Carlo Conti and Laura Pausini. The awards were presented by Aldo Vitali, Editor-in-Chief of TV Sorrisi e Canzoni, in recognition of their leadership of the Festival.

OVER 530 DISTINGUISHED GUESTS

Festival contestants were, of course, in attendance, including: Arisa, Bambole di pezza, Chiello, D’Argen D’Amico, Ditonellapiaga, Eddie Brock, Elettra Lamborghini, Enrico Nigiotti, Ermal Meta, Fedez e Marco Masini, Francesco Renga, Fulminacci, J-Ax, LDA e Aka 7even, Leo Gassmann, Levante, Luchè, Malika Ayane, Mara Sattei, Maria Antonietta e Colombre, Michele Bravi, Nayt, Raf, Sal Da Vinci, Samurai Jay, Sayf, Serena Brancale, Tommaso Paradiso and Tredici Pietro. Also present were contestants from the “Giovani” category, including Angelica Bove, Nicolò Filippucci, Mazzariello and Blind, El Ma & Soniko, as well as the DopoFestival hosts Nicola Savino, Enrico Cremonesi, Aurora Leone and Federico Basso. Entertainment personalities such as Alba Parietti, Caterina Balivo, Giorgia Surina and Mattia Stanga also attended.

There were many emotional moments during the Opening Party, which began with the ribbon cutting during which Aldo Vitali, director of TV Sorrisi e Canzoni, together with Carlo Conti, officially opened the evening at Sorrisi The Beach Club, the new venue that will host the brand’s editorial team throughout the Sanremo week.

“We are proud that TV Sorrisi e Canzoni is the reference point for the public and for the artists who, year after year, enthusiastically take part in our initiatives. Together we celebrate the passion and magic that make the Sanremo Festival an extraordinary event for all Italian music,” declared Aldo Vitali, director of TV Sorrisi e Canzoni.

THE SORRISI OPENING PARTY

The evening took place in a spirit of conviviality and surprises: guests at the Party were surprised by an exclusive flash mob by the group ANIMEniacs Corp, specialised in performing cartoon soundtracks and the songs most loved by the public, who performed a mashup dedicated to the historic hits of the Sanremo Festival: “Volare” by Domenico Modugno, “Io Che Amo Solo Te” by Sergio Endrigo, “Un’avventura” by Lucio Battisti, “24mila Baci” by Adriano Celentano, “Felicità” by Al Bano and Romina Power, “L’italiano” by Toto Cutugno, “Cuore Matto” by Little Tony, “Maledetta Primavera” by Loretta Goggi, “Come Saprei” by Giorgia, “Occidentali’s Karma” by Francesco Gabbani, “Sinceramente” by Annalisa, “Ringo Starr” by Pinguini Tattici Nucleari, “Zitti E Buoni” by Måneskin, “La Noia” by Angelina Mango, “Soldi” by Mahmood, “Balorda Nostalgia” by Olly, “Perché Sanremo È Sanremo” by Pippo Caruso and Sergio Bardotti.

From 10 p.m. until midnight, guests danced to the DJ set by Tommaso Replica and his most famous remixes, which have also gone viral on TikTok, from “How Deep Is Your Love?” to “Giovani Wannabe”, up to “Armarcord” and “Uragani”.

Guests were delighted throughout the evening by champagne from Comte de Montaigne, exceptional partner of Sorrisi, which offered its prestigious cuvées and brought into the room a collectible Mathusalem bottle signed by the artists as a memento of the incredible evening.

TV Sorrisi e Canzoni’s passion for music was also celebrated through the confectionery creation by Lavoratti 1938: a dessert displayed on a piano-shaped structure, a direct tribute to music and to the beating heart of Sanremo, presenting three exclusive single-portion creations made with unmistakable single-origin Ecuador chocolate.

Finally, accompanying the event was Martini, which throughout the evening served guests its iconic spritzes, in the Bianco Spritz, Bitter Spritz and Vibrante Spritz (a non-alcoholic version of the classic cocktail).

SORRISI THE BEACH CLUB

The party took place in the new Sorrisi The Beach Club, which welcomed the guests and artists in attendance. The structure is built around the swimming pool of the exclusive Royal Hotel Sanremo: a brand-new space of over 500 square metres where the brand will host a programme of interviews with all the protagonists of the new edition of the Festival and which, starting today, Monday 23 at 5:30 p.m., will open its doors to the public. From here, the Sorrisi community will not only be able to see the arrival of guests but also enjoy exclusive experiences thanks to the many partners accompanying the brand in this adventure.

The structure is designed to guide each guest through an immersive experience with the evocative swimming pool designed by Giò Ponti as a backdrop.

Sorrisi The Beach Club will host a continuous daily schedule of interviews with all the artists and guests of the event thanks to dedicated formats such as Colazioni con il direttore in collaboration with Caffè Motta, during which Aldo Vitali, director of TV Sorrisi e Canzoni, will speak with five competing artists: one per day, in the morning, from Tuesday to Saturday. The Aperitivi format offered by partner Martini will also be active, animating Sorrisi The Beach Club from late afternoon with an exceptional drink list dedicated to Spritz. There will also be the new #lavaligiadisanremo in collaboration with Mandarina Duck, in which artists share the one item that must never be missing from their suitcases. Finally, Gimme Five, the vodcast by Jody Cecchetto, turns the interview format on its head by transforming each question into a top five. Each artist tells their story through five choices and five stories generated from a question by Jody, bringing out intimate, ironic and surprising anecdotes.

The TikTok profile (@tvsorrisi) will be the heart of the most authentic storytelling of the event and the Sanremo week, featuring backstage content, interviews, meetings with creators and artists, and many exclusive moments.

EVENT PARTNERS

Numerous partners involved by Piemmethe exclusive partner of TV Sorrisi e Canzoni and Mondadori Media brandschose to support the world’s leading entertainment title customised partnership projects and activities that helped enhance the experience and impact of the exclusive Opening Party. Amonge them: ActionAid as charity partner, ANAS, Caffè Motta, Calligaris, Colgate, Ford, Gelateria La Romana dal 1947, Grotte di Frasassi, KIKO Milano, Mielizia, Muitomas and Roborock.

Primark, the international fashion retailer with over 470 stores in 18 countries, also collaborated on the Sorrisi Party. Together with Eleonora Fincati, a content creator with an ironic tone, the brand brought energy, style and accessibility to one of the most anticipated events of the week, celebrating fashion as an expression of personality and fun.

Here is the link to download the press photo kit.

TV Sorrisi e Canzoni is the Mondadori Group brand that serves as a reference point for television and entertainment lovers, reaching every month 2.6 million readers (source Audipress 2025/I), 4.2 million website users (source Audiweb Jan–Oct 2025) and 1.15 million fans (source social insights IG, FB, TikTok, X, YouTube) thanks to a multi-channel system that ranges from the magazine to the website, social media, events and related products.

Previews, entertainment, games and engaging social storytelling marked “La Notte dei Testi”, the first social-driven event by TV Sorrisi e Canzoni dedicated to the lyrics of the songs competing at the Sanremo 2026 Festival.

The evening’s guests included 50 creators from the worlds of entertainment, lifestyle and music who, shortly after midnight at the Noise il Cinemino venue in Milan, previewed the lyrics of the songs competing in the 76th edition of Sanremo, published exclusively by Sorrisi in the collector’s issue on newsstands from today.

RECORD-BREAKING NUMBERS FOR SORRISI’S EVENING

During the première, guests took part in an immersive experience led by TV Sorrisi e Canzoni editor-in-chief Aldo Vitali and special host Jody Cecchetto, with games and numerous activities, joined by Eva Calvani, the creator chosen as the face of the Festival storytelling across Sorrisi’s social profiles.

TikTok, Sorrisi’s Official Entertainment Partner during the Festival, was naturally part of the exclusive La Notte dei Testi event, with a selection of creators from the platform chosen for their ability to interpret the competing lyrics in an authentic and original way. Among them: Mattia Stanga, Chaimaa Cherbal, Andrea Verde, Kiro Ebra, Sespo, Edoardo Zaggia, Stefano Guerrera and Benedetta Quagli, along with many others.
The creativity of individual creators helped enrich the Sanremo storytelling with personal and distinctive perspectives, inspiring new interpretations of the competing lyrics.
In this way, TikTok confirms its ability to add a three-dimensional layer to entertainment by integrating editorial depth, community participation and real-time content.
Sorrisi will be at the heart of the narrative, with storytelling that cements its status as the go-to entertainment brand in the digital space as well, thanks to its unique ability to create unforgettable moments of sharing between audiences, showbiz personalities and the community.

EXCEPTIONAL PARTNERS

Prime Video was the evening’s exceptional partner, opening the event with a video message from Mia Jenkins, Pepe Barroso Silva and Luca Melucci, stars of the hit new film Love Me Love Me, the young-adult romance directed by Roger Kumble that celebrates the many shades of love, just as the Festival does every year through music.
Guests had the opportunity to personalise the backdrop dedicated to the new Prime Video film with magnetic hearts on which they could write the name of their favourite artist. At the end of the event, they received a gift bag containing the special edition of the book Love Me Love Me by Stefania S. (Sperling & Kupfer), on which the film is based, as well as headphones inspired by the much-loved romance.

The première opened at the venue’s corner bar, offered by MARTINI, which hosted the aperitivo with a special spritz-focused drinks list: MARTINI Bianco Spritz, MARTINI Bitter Spritz and MARTINI Vibrante (the non-alcoholic version of the classic cocktail).

THE EXCLUSIVE PREVIEW OF THE SANREMO SONG LYRICS

At 10.00 pm, Jody Cecchetto, led by TV Sorrisi e Canzoni editor-in-chief Aldo Vitali, kicked off a unique game show in which creators, divided into tables, competed by matching the artists in the line-up to excerpts from the song lyrics and testing their knowledge of the Festival and entertainment culture. During the evening, special video messages were broadcast from key Festival figures—including Carlo Conti, Laura Pausini and Nicola Savino—to celebrate and honour the event.

The highlight of the evening came at midnight, when the new iconic issue of TV Sorrisi e Canzoni—featuring the complete lyrics of the Festival songs—was handed out in absolute preview to the influencers and creators in attendance. The issue is on newsstands from this morning. It is a unique release: for the first time, the magazine includes a detachable 36-page insert at its centre, with its own dedicated cover, containing all the lyrics and interviews with the competing artists.

The evening concluded with a cake created and offered by Zenzero talent Lucake, who prepared a magnificent themed dessert for the occasion, and with Lavoratti 1938—Sorrisi’s partner for the new Festival edition—offering treats to all guests and adding a touch of sweetness with its iconic chocolate.

Piemme, as the exclusive advertising sales partner of TV Sorrisi e Canzoni, collaborated on the development of the partnership projects, helping to further enhance the experience and impact of the exclusive La Notte dei Testi party.

On the occasion of the 76th Italian Song Festival, TV Sorrisi e Canzoni once again confirms its status as the go-to brand for the world of entertainment, thanks to an ever-evolving, increasingly rich multichannel ecosystem made up of the magazine, digital channels, social accounts and on-the-ground initiatives.

A diverse programme dedicated to the most anticipated music event of the year will accompany both the public and the artists throughout the Sanremo week, featuring new formats, unmissable events and exclusive content.

It all begins in Milan with La Notte dei Testi

For the very first time, Sorrisi is organising La Notte dei Testi, an evening dedicated to the preview of the lyrics of the songs competing at the Sanremo 2026 Festival. This special party will take place tonight at Noise il Cinemino, where more than 50 creators from the worlds of entertainment, lifestyle and music will take centre stage for the première of the Sanremo 2026 lyrics, traditionally published exclusively in the pages of TV Sorrisi e Canzoni’s magazine.

The event will feature two exceptional partners: Prime Video, which has chosen to join the evening organised by Sorrisi to celebrate the debut of the new film Love Me Love Me, a young-adult romance directed by Roger Kumble and starring an international cast (Mia Jenkins, Pepe Barroso Silva, Luca Melucci) that highlights the many shades of love, just as the Festival does every year through its songs; and TikTok, thanks to the presence of creators able to interpret the competing lyrics in an authentic and original way, giving voice to the many sides of both the songs and the platform. Hosting the evening, alongside TV Sorrisi e Canzoni editor-in-chief Aldo Vitali, will be Jody Cecchetto, who will entertain the audience with games inspired by the song lyrics and plenty of surprises.

As per tradition, on Sunday 22 February in Sanremo the Opening Party reserved for the cast and competing artists will take place, ahead of the start of the Festival. Champagne house Comte de Montaigne—based in the Aube region, with a centuries-old heritage dating back to the 13th century and renowned for its strong-character Cuvées de Prestige, produced through a slow 55-month vinification process in full respect of nature’s rhythms. Together with Lavoratti 1938, a creative chocolate atelier blending Mediterranean tradition with innovation, will be the evening’s exclusive partners, offering champagne and chocolate to guests. Primarkwill also be taking part in the evening, among the brands involved in this exclusive event.

The “Sanremo Festival” is not only Italy’s biggest music event; it is also a great celebration that brings together millions of Italians. The same is true for us at Sorrisi, as we spend an intense and inspiring week in the Ligurian city, filled with exclusive interviews and unforgettable encounters. Thanks to the new features introduced for this edition, from La Notte dei Testi to Sorrisi The Beach Club and an ever-expanding schedule of initiatives, the public will have the chance to enjoy a unique experience that strengthens our brand’s role as a true point of reference for music and television fans, as well as for the entertainment industry,” said Aldo Vitali, editor-in-chief of TV Sorrisi e Canzoni.

From “Casa Sorrisi” to “Sorrisi The Beach Club”

TV Sorrisi e Canzoni has organised a wide range of initiatives to accompany its audience throughout the week of the Italian Song Festival.

The brand’s editorial team will follow the competition directly from Sanremo, based at an exclusive new location within the Royal Hotel, one of the most charming historic hotels in the City of Flowers. This will host the TV Sorrisi e Canzoni headquarters, the setting for numerous activities with competing artists, as well as happy hours, watch parties and must-see interviews.

In addition, on the iconic poolside terrace of the Royal Hotel, Sorrisi The Beach Club will be launched: a brand-new space of more than 500 square metres, where the brand will host a full programme of interviews with all the key figures of this year’s Festival.

A wide range of events open to the public for the first time

For the very first time, Sorrisi The Beach Club will open its doors to the public. Visitors will not only be able to see the arrival of guests, but also enjoy exclusive experiences thanks to the many partners supporting the brand in this venture. Sorrisi The Beach Club will be inaugurated on Monday 23 February at 5.30 pm. From Tuesday 24 to Saturday 28 February (10.00 am–1.00 pm and 3.00 pm–7.00 pm), fans will be able to access the venue, follow everything happening inside and take part in partner-led activities, becoming true protagonists of the Festival week through numerous activations and unforgettable moments.

The layout has been created to guide every guest through an immersive experience, with the evocative pool designed by Giò Ponti providing the backdrop.

The Food Lounge, the hotel’s outdoor restaurant area, will host dedicated corners and innovative tasting experiences, while the Chill Area, the elegant in-house corner bar, will welcome artists, singers and journalists in a space designed for a relaxing break.

Sorrisi The Beach Club will feature a continuous daily schedule of interviews with all the artists and guests of the event, through dedicated formats such as Breakfast with the Editor, in collaboration with Caffè Motta, where TV Sorrisi e Canzoni’s editor-in-chief Aldo Vitali will sit down with five competing artists, one each morning from Tuesday to Saturday. Aperitivo sessions offered by partner Martini in the late afternoon, featuring spritz cocktails in Bianco, Bitter and Vibrante (non-alcoholic) versions. And finally, Gimme Five, the vodcast hosted by Jody Cecchetto, which turns the traditional interview on its head by transforming each question into a top five. Each artist shares five choices and five stories inspired by a single question from Jody, revealing intimate, humorous and surprising anecdotes.

The much-loved Fantasanremo also returns, with a dedicated league created by TV Sorrisi e Canzoni, actively engaging its audience in the musical contest.

TV Sorrisi e Canzoni confirms its partnership with TikTok at Sanremo

TikTok will be the brand’s Official Entertainment Partner during the Festival.

TikTok has become the platform where TV Sorrisi e Canzoni expands and deepens its Sanremo storytelling. And that’s not all, Sorrisi also believes in the creativity of the community and will give selected creators on the platform the opportunity to produce original and preview content, allowing the public to follow the event in all its facets from a privileged point of view.

It is within this context that Eva Calvani, a well-known TikTok creator, will also take part, meeting the artists at a crucial moment: the creation of the cover story.

In addition, thanks to in-app conversation, TikTok adds a three-dimensional dimension to Sorrisi’s entertainment at Sanremo: the creativity of individual creators enriches the narrative with personal and unique perspectives, inspires new interpretations and generates an impact that goes beyond the boundaries of the platform.

New edition of the “Vertical Music Contest”

For the second consecutive year, TV Sorrisi e Canzoni will be the official on-the-ground promoter of Vertical Music, the 9:16 vertical-format music contest created in collaboration with Interproject. The initiative offers amateur artists a showcase in the world of music, giving them the opportunity to submit their original tracks in vertical clips to be evaluated by an exceptional jury. On the evening of Wednesday 25 February at 7.00 pm, inside Casa Sorrisi, the new edition of the contest will be announced. Afterwards, the winning artists from previous seasons will have the opportunity to perform live and share their personal experiences.

Three special issues dedicated to the Sanremo Festival

To celebrate the Italian Song Festival, TV Sorrisi e Canzoni will, as tradition dictates, publish three special issues of the magazine entirely dedicated to the contest, with an additional print run totalling 1.5 million copies.

The first issue—on newsstands from tomorrow, Tuesday 17 February—will be a collector’s edition. In addition to all the competing song lyrics, published exclusively, and the iconic cover shot featuring the entire cast of Sanremo 2026, Sorrisi will, for the first time, include a detachable 36-page insert at the centre of the magazine. This special section, with its own dedicated cover, will collect all the lyrics and interviews with the competing artists.

The cover stars of the second issue—available from Tuesday 24 February, opening night of the Festival—will be two special figures: artistic director and host Carlo Conti together with singer and presenter Laura Pausini. Inside the magazine, the running orders for each evening will be accompanied by the artists’ lyrics.

The Festival winner, together with the second- and third-placed acts, will instead appear on the cover of the issue on newsstands Tuesday 3 March, in the traditional post-awards photograph taken inside the Sorrisi editorial office. There will also be a special report from the Sanremo week, including an exclusive 30-plus-page “Best of” featuring behind-the-scenes moments, secrets and anecdotes from the Festival, as well as a dedicated section on the Sorrisi website.

Partners involved

This year once again, numerous companies, brought on board by Piemme, TV Sorrisi e Canzoni’s exclusive advertising sales partner, have chosen to support the brand through tailored partnership projects and activities that will run throughout the Sanremo week.

• ActionAid returns for its second consecutive year as Charity Partner of TV Sorrisi e Canzoni. The competing artists will donate personal items to be auctioned on CharityStars during the Festival; the proceeds will support the development of an anti-violence centre in Uganda. The initiative will also be showcased through an exhibition set up inside Casa Sorrisi for the entire week.
• KIKO Milano will bring the world of beauty into the spotlight with a branded space inspired by the new HUG COUTURE Limited Edition, available in all stores: an experiential area dedicated to discovering and trying the spring collection, where the beauty experts of Italy’s number one make-up brand will offer personalised consultations and retouch sessions to enhance every look throughout the Festival week.
• Muitomas, the lifestyle brand of the Esprinet Group, will be present with a visually striking display corner conceived as a scenic, Instagram-friendly space: an immersive environment where colour, the brand’s distinctive element, takes centre stage, creating a vibrant and engaging glow experience inside Casa Sorrisi.
• Entertainment and technology will come together in the area dedicated to Roborock, the world-leading robot vacuum brand. Through interactive quizzes, personalised demonstrations and gadgets, visitors will discover a new approach to home management, focused on convenience and free time.
• With Grotte di Frasassi, the journey becomes virtual and immersive. In a dedicated area, the public will be able to enjoy a surprising experience exploring the territory and its natural wonders through VR headsets. An experience that combines technological innovation with the promotion of Italy’s natural heritage.
• The spaces of Casa Sorrisi will be made even warmer and more welcoming thanks to Calligaris, which will provide much of the furniture: a contribution that strengthens the identity of the venue, creating a warm and comfortable atmosphere to welcome artists and guests throughout the Sanremo week.
• As per tradition, the daily coffee appointment with TV Sorrisi e Canzoni editor-in-chief Aldo Vitali will return. The intense aroma and authentic flavour of Caffè Motta will accompany the days at Sorrisi through a daily coffee break, also open to visitors and the attending public.
• Mielizia will enrich the Casa Sorrisi experience by accompanying the morning moments with quality products that tell a 100% Italian story, in keeping with the tradition of the Italian Song Festival.
• Sweet breaks will also be curated by Gelateria La Romana dal 1947, a leading name in Italian artisanal gelato, present with its iconic Gelato Bike. At the Sorrisi The Beach Club, in an authentically relaxed and welcoming atmosphere, guests can savour an exclusive selection of artisanal gelato, crafted according to tradition.
• Martini will bring the TV Sorrisi e Canzoni happy hour to life in the Casa’s Chill Area, an elegant space set within the Royal Hotel. The stars of the show will be the MARTINI spritz range: Bianco Spritz, Bitter Spritz and Vibrante Spritz, the non-alcoholic version of the classic cocktail.
• Outside Casa Sorrisi, the new Ford Puma Sound Edition will take centre stage, inviting the public to enjoy a sound experience not only to be heard, but felt throughout the body. The advanced 650-watt B&O audio system does more than play sound, it transforms it into a deep tactile experience: the music pulses, surrounds and generates vibrations that engage the entire body. Visitors will also be able to take part in exciting live performances inside the car, trying their hand at a live rendition of the iconic Fiumi di Parole. A must-see moment is scheduled for 27 February, when Jalisse will appear as special guests, ready to energise the event with performances inside the vehicle.

• Colgate will also be present with a glass box in the centre of Sanremo dedicated to the concept “Purple is the New Instant White”: from a Korean photo booth to capture brilliant smiles, to a “wheel of fortune” with gadgets, and advice from beauty experts, who will reveal the secrets to achieving a whiter smile instantly with the Colgate Max White Purple routine.

TV Sorrisi e Canzoni is the Mondadori Group brand and a point of reference for lovers of television and entertainment, reaching 2.6 million readers each month (source: Audipress 2025/I), 4.2 million website users (source: Audiweb Jan–Oct 2025) and 1.15 million fans (source: social insights across Instagram, Facebook, TikTok, X and YouTube), thanks to a multichannel system that spans the magazine, website, social media, events and related products.

AdKaora, the digital company of Mondadori Digital, has been selected by Guess, one of the world’s most recognisable fashion brands, to manage its 2025 digital activities in Europe, with coordinated planning across Italy, Spain, Germany and Poland. The partnership was created to support two of the brand’s most important initiatives through a creative and technological ecosystem capable of maintaining a consistent narrative across multiple markets.

The campaigns, aimed primarily at a female audience attentive to style, personal care and fashion trends, with a strong interest in beauty, fashion and accessories, benefited from a multichannel approach combining high-impact formats, premium editorial distribution and advanced proximity marketing tools.

A central role was played by the proprietary creative formats developed by the AdKaora Creative Studio, designed to showcase products through an immediate, immersive language capable of capturing attention from the very first seconds. Thanks to their interactive nature, these solutions offered Guess a distinctive way to present both the spring lingerie collections and the iconic accessories launched in the second half of the year.

The strength of the collaboration lay in the ability to build a full-funnel journey, adapting messages and objectives to the different stages of the decision-making process. The upper funnel was supported by high-impact rich media and premium placements, while the consideration phase relied on more interactive experiences. Conversion, in turn, was driven by proximity marketing and drive-to-store solutions, integrated with a certified footfall analysis, enabling the real impact of digital activities on Guess boutiques across the various markets to be measured.

The overall analysis highlights how the synergy between strategy and creativity delivered strong performance, significantly exceeding market benchmarks in all countries involved, thanks to targeted planning on the AdKaora Value Network, an international editorial ecosystem that includes premium sites across the fashion and lifestyle sectors. This network enabled Guess to reach relevant audiences in each market while maintaining high quality standards. “Working with a partner like AdKaora allowed us to achieve very solid results, both in qualitative terms, thanks to consistently high-quality content, and in performance across the entire funnel. At the same time, being present within a premium editorial environment gave us the reassurance of planning aligned with the brand’s values, even across multiple markets,” said Ester Diamante, Media Planning Manager at Guess.

“The collaboration with Guess is a concrete example of how proprietary creativity, multichannel planning and measurable drive-to-store activation can coexist within a single international strategy,” commented Davide Tran, MarTech Hub Director Mondadori Digital and CEO of AdKaora. “Our Value Network, made up of premium vertical publishers across the main European markets, is a strategic asset that enables us to guarantee quality, consistency, brand safety and real results wherever the brand chooses to communicate. With proximity and drive-to-store strategies, we also ensured that Guess could bring genuinely interested customers into its stores, maximising visit rate performance throughout the campaign,” Tran concluded.

Mondadori Digital is strengthening the offering of its MarTech hub with the merger of Hej! into the digital company AdKaora. The transaction represents a strategic step forward for both businesses, which come together as a single operating entity and a market leader, driven by a highly specialised technology hub offering full-funnel digital solutions: from brand awareness and lead generation through to final conversion.

“With this operation we are completing a strategic integration journey that has, over the years, proven its effectiveness in terms of results and innovation,” said Andrea Santagata, CEO of Mondadori Digital. “The merger of Hej! into AdKaora further consolidates the positioning of our MarTech hub, which today generates more than €40 million in combined revenues across Italy and LATAM, thanks to a full-funnel offering that brings together creativity, technology, data and performance. From this virtuous integration emerges a digital ecosystem that enhances the value of each individual asset, setting new benchmarks for effectiveness and performance in the MarTech landscape,”,’ Santagata concluded.

The new AdKaora, with operations in Italy and Spain, brings together a team of more than 80 industry professionals, led by Davide Tran as CEO and Paolo De Santis, COO and Co-founder of Hej!, who has been appointed Co-CEO of AdKaora.

“The integration of AdKaora and Hej! under a single brand is the natural outcome of years of shared successes, and having Paolo De Santis alongside me in leading this new organisation reflects our strong commitment to continuity,” said Davide Tran, MarTech Hub Director at Mondadori Digital and CEO of AdKaora. “Today we no longer offer simply complementary products, but a single digital ecosystem in which creativity, data and technology work together to guide users throughout the entire funnel. AI plays a central role in this evolution, with Hej! remaining the cornerstone of our performance offering. Our goal is to further strengthen our position as the partner of choice for innovation in marketing and communications, delivering effective and distinctive solutions for our clients. In the first quarter alone, we already have several new products in the pipeline, spanning both awareness and performance, as we continue to evolve and differentiate ourselves in the market,” Tran concluded.

“By bringing teams and expertise together, we are building something truly new, grounded in very solid foundations. For us, bringing people together has always come before merging companies, as from the very beginning we have shared the same principles and the same vision of the world and of business. This deep alignment results in a genuine cross-pollination of ideas and know-how, creating the fertile ground from which our next wave of products, services and innovation will grow”, said Paolo De Santis, Co-Managing Director of AdKaora.

THE STRENGTHS OF THE NEW ADKAORA

The new AdKaora is built on three key pillars:

1. technological evolution: the sharing of technological infrastructures accelerates the development of proprietary solutions and the integration of increasingly advanced artificial intelligence systems;
2. data enhancement: the integration of databases and analytical capabilities enables even more granular user profiling, transforming data into predictive value for campaigns and into measurable, tangible results;
3. optimisation of operational workflows: the unification of internal processes allows for a faster, more comprehensive and more consultative response to market needs.

In this context, Hej! retains its strong identity as a best-in-class product line and as a specialised technology arm focused on AI and Conversational Marketing.

ADKAORA’S NEW ORGANISATIONAL STRUCTURE

AdKaora ‘s new organisational structure brings together, under a single strategic vision, specialised expertise designed to enhance the company’s ability to bring integrated, data-driven technological solutions to market. Reporting directly to CEO Davide Tran, the team includes key roles with cross-functional responsibilities, including:

• Stefano Argiolas (Chief Strategy & Innovation Officer at AdKaora and Mondadori Digital), responsible for steering strategic development and product innovation, with a specific focus on leveraging AI as a competitive driver across the entire Mondadori Digital ecosystem;
• Paolo Ingrosso (Chief Revenue Officer), responsible for revenue growth, commercial activities and relationships with clients and agencies;
• Francesco Binetti (Chief Operating Officer – Supply), leading operational management and supply-side development, with a focus on the monetisation of advertising inventory for national and international publishers;
• Walter Ferrari (Chief Marketing Officer), responsible for coordinating marketing strategies, communication and events;
• Luca Nigro (CEO AdKaora Iberia) and Gonzalo Guzman (Co-CEO AdKaora Iberia), leading business development and commercial strategy in the Iberian markets, as well as the expansion of the international publishing network.