Festival di Sanremo

Chi, Italy’s most-read people magazine with 1.5 million readers and 800,000 followers on Instagram, was present with its editorial team for the first time at the Italian Sanremo Festival, recording excellent performances thanks to its numerous initiatives.

With more than 230 special content items, including video reels, Instagram stories and posts dedicated to the Festival, Chi’s official Instagram account racked up more than 17 million views (+352% compared to 2023) and 815 thousand likes and comments (+130% compared to 2023), proving itself to be the undisputed channel for contacting readers and fans, reaching a record audience of 12.5 million users (source: Iconosquare).

The rich programme of Sanremo appointments from Tuesday to Sunday, 6–11 February was presented by the journalists and social faces of Chi: Azzurra Della Penna, Valerio Palmieri, Carmen Pugliese and Gilberto Savini. It achieved extraordinary results, from Caffè Forte and Commenta look in the morning, to special afternoon episodes of the CASA CHI format, which became a veritable living room for the Festival, hosting numerous personalities from the world of entertainment. Cecilia Rodriguez, Ignazio Moser, Ginevra Lamborghini, Enzo Miccio, Francesco Facchinetti, Giorgia Venturini, Ivana Mrázová, along with Federico Basso and Alberto Urso remote from Canada, are just some of the friends who animated the talk in the villa used as a recording studio. They presented both in-depth and light-hearted moments related to the Festival and its inevitable rumours under the guidance of Casa Chi presenter Sophie Codegoni, who joined the Chi journalists for the occasion and held face-to-face meetings with various singers in the competition, such as Il Tre, The Kolors, Geolier and Mr Rain.

The cameras and microphones of this weekly magazine directed by Massimo Borgnis were also a regular at exclusive events around the city of Sanremo, where they met up with the singers and other well-known figures. Taking an informal, playful attitude, Chi recounted the most emblematic moments from a memorable edition of the Festival, including the final evening, which saw winner Angelina Mango take centre stage.

Chi’s official partner at Sanremo is Caffè Motta. Piemme, Chi’s exclusive concessionaire for magazines and social media, played a crucial role in this brand integration project, which led to the collaboration between Chi and Caffè Motta for the 2024 edition of the Festival.

Chi’s Instagram link

Chi, Italy’s most widely read weekly gossip magazine, with an audience of almost 1.5 million readers and almost 800,000 followers on Instagram (Source: Audicom – Audipress system 2023/II), tells the stories of the public’s most loved and followed personalities, ranging from the world of entertainment to politics, from sport to fashion and lifestyle. The attention given to photo quality, the constant search for news and above all the exclusive and trusting relationship with celebrities are what make the magazine unique. Making a name for itself from the very start thanks to its absolutely original format for Italy, Chi combines the stories of the ‘natural stars’ and gossip with space dedicated to fashion and beauty.

For the first time this year, Webboh – a Mondadori Media brand and Italy’s first community dedicated to Gen Z – played a leading role during the week in Sanremo with the Marlù Webboh Vibes: the 20-hour fun-filled happening show created together with Marlù – a well-known jewellery brand born from the creative initiative and partnership of sisters Morena, Monica and Marta Fabbri. It had an incredible response from the on and offline audience and the participation at the event by all the top singers and creators that Gen Z loves the most.

RECORD NUMBERS ON SOCIAL MEDIA

Astonishing data from the social media profiles that have achieved to date almost 20 million reaches, 13 million video views and 5 million total interactions: on the final night alone Webboh entered the top five most viewed social media accounts with over 1 million interactions (source: First Communication, Sensemakers’ ranking).

The website Webboh.it also saw more than 1.6 million page visits, thanks to its continuous news coverage, stories and backstage insight, which is a +12% increase compared to 2023. The digital coverage, aimed specifically at Generation Z, benefited from 100 pieces of content published on Instagram and TikTok, including posts, news on the website and exclusive video interviews with the singers in the competition, and over 81 thousand teams registered in Webboh’s FantaSanremo League.

THE HAPPENING SHOW

An exclusive schedule, full of events and original content, including five days dedicated to raising awareness on value issues dear to Gen Z (green issues, bullying and cyberbullying, eating disorders, LGTBQ+, animal abandonment), which took place on the stage of the truck transformer inside the Festival Village in the Villa Ormond Park. The happening show brought in thousands of attendees and 70 guests, including such singers as Annalisa, Alfa, and Ghali along with Rich Ciolino, Clara, Albe, Irama, Il Volo, Il Tre, Mr. Rain, Fred De Palma and creators from the Power Talent Agency like Arienne Makeup, acapodelglobo, Gianmarco Zagato, Diletta Begali, Giulia Bellu, Ramon Agnelli and Ella’s Books as well as other talents like Valerio Mazzei, Bella Gianda and Space Family.

Also on stage were special guests like José Sebastiani, son of Amadeus, who was a guest on the show for several days, Leo Gassman as an ambassador for Bulli Stop for the day dedicated to the fight against bullying, and creators Joey and Rina, Valeria Angione, NewMartina, Papà per Scelta, Lisa Luchetta, Giulia Penna, Elena Hazinah, as well as Enzo Miccio, the reigning Miss Italia  Francesca Bergesio, and Lorenz Simonetti as a regular guest, who created La canzone di tutti, Marley, the civil protection superhero, already a guest at the Festival, and many other celebrities.

The “Unplugged – Spazio al talento” show, presented by Andrea Prada along with Gen Z’s favourite faces, was a great success, with over 60 established and up-and-coming singers, including Valerio Mazzei, Cricca, Federico Baroni, Niveo and Crytical from Amici, as well as the winner of Io Canto Generation, Marta Viola, Pucho and million stream artists like Diego Lazzari, Random, Nashley, Luk3 and many other young singers. Each of them received a plaque of recognition from Marlù with a QR code with the video of their performance.

VALUE-RELATED INITIATIVES

On 7 February, special guests took the stage: director Giovanni Nasta and producer Simona Gobbi, who presented the short film Paracadute produced by Versus, Lupin Film and Simona Gobbi, with the collaboration of Marlù. The film deals with the topic of bullying in an original way from an unconventional point of view.

Webboh and Marlù also reiterated their commitment to value issues. As part of the Words Can Make a Difference initiative, both the audience in attendance and those at home on social media, were asked to leave a word on a virtual blackboard. The young creator and singer-songwriter Lorenz Simonetti then transposed the most significant phrases musically, creating a song entitled La Canzone di tutti, presented on Saturday, 10 February on the last day of the event.

The collaboration between Webboh and Marlù, made possible thanks to the Brand On Solutions team, the unit dedicated to special initiatives by Mediamond, the Mondadori and Mediaset advertising company, is a true integrated partnership that – from the naming of the event to the creative concept, to the coordinated image across all communication channels, to the boosting on all the social media of Webboh and the creators involved – aims to reach and raise awareness among the wider Gen Z audience with exclusive value-based content created ad hoc.

In order to maximise communication to promote the Marlù Webboh Vibes event, Mondadori Media involved social media, the Webboh brand website and the Mondadori Media network, the creators and talent of Power Talent Agency, as well as overseeing attendees in collaboration with the Villaggio del Festival, sponsored by the City of Sanremo, both inside the Village and on giant screens positioned in strategic parts of the city.

Webboh is the social media platform for Gen Z. Created in April 2019, it has been part of Mondadori Media since February 2023. It currently has a fan base of 4 million followers across TikTok, Instagram and YouTube, 70% of whom are under 24. The website receives 3.7 million unique users per month (source: Audicom, November 2023). It is one of the top ten most influential Italian social media companies, as well as the first targeting Generation Z for engagement and video views (source: Top Italian Prime Communication Media Rankings by Sensemakers). The topicality, authenticity and interest generated by the content is guaranteed by its bottom-up editorial model: the community is involved in every part of the creative process.

Marlù was founded in 2001, growing out of an innovative entrepreneurial and creative idea by sisters Morena, Monica and Marta Fabbri. In just a few years, it conquered the leadership of an unexplored product category — in terms of price range and material — outside the traditional fashion and fine jewellery sectors. It presents a new way of thinking and creating fashion accessories and offering exclusive creations and products to anyone wishing to wear something unique and personal. Marlù’s strong presence in Italy has developed into a network of proprietary retail shops through single-brand stores in Riccione, Naples, Catania, Bari, Molfetta, Caserta, Trapani, Matera, Rome, Florence, Rimini, Bologna, Verona, Parma Piacenza, Reggio Emilia, Palermo and Milan. Today, the Marlù group has more than 400 employees, a distribution network of nearly 50 single-brand shops and more than 1400 multi-brand shops including corners and spaces

During the week for the 74th edition of the Sanremo Festival, Webboh, the first Italian community dedicated to Gen Z, asked its audience to vote for the competing singers and choose their favourite song, using an instant survey on its Instagram channel and produced by Webboh Lab, which more than 15,000 under 25s responded to in just 24 hours.

According to Gen Z, the undisputed winning song of the 74th edition of the Italian Music Festival is “I p’ me, tu p’ te” by Geolier, a Neapolitan singer, a leading artist on the Italian rap scene, much loved by Gen Z with lyrics written and sung in his city’s dialect, Neapolitan. The song is about the sweet feelings experienced after the end of a romance.

According to under 25s, this is the top five of the Sanremo Festival 2024:

1. Geolier – I p’ me, tu p’ te
2. Mahmood – Tuta Gold
3. Annalisa – Sinceramente
4. Alfa – Vai!
5. Irama – Tu no

AMADEUS BELOVED BY GEN Z: THEY WANT HIM BACK IN THE NEXT EDITION

Interesting data emerged from the instant survey, and not only on the musical tastes of young people: Amadeus’ hosting is once again proving to be a winner for 96% of those interviewed, and 93% would like him to host the next edition of the Festival as well.

SANREMO ISN’T JUST THE ITALIAN FESTIVAL; IT’S ALSO AN OPPORTUNITY FOR YOUNG PEOPLE TO DISCOVER NEW ARTISTS

Unexpectedly, 83% of young people followed the music event on television on RAI, and 60% considered it something special that they wanted to experience with friends and family, confirming that the music festival continues to be a great group event for Italians, who increasingly use the Festival to discover new artists (85%).

Webboh is the flagship media for Gen Z. Created in April 2019, it has been part of Mondadori Media since February 2023. It currently has a fanbase of 4 million followers across TikTok, Instagram and YouTube, 70% of which are under 24. The website receives 3.7 million unique monthly users (source: Audicom November 2023). It is in the top ten most influential Italian media companies on social media, as well as the first targeting Generation Z for engagement and video views (source: Italian Top Media Rankings for First Communication made by Sensemakers). The topicality, authenticity and interest generated by the content is guaranteed by the bottom-up editorial model: the community is involved in every part of the creative process.

Webboh Lab, which came about after a meeting between Webboh (4 million followers on social media) and the Sylla research institute with Furio Camillo as its scientific director, is the first permanent observatory on Gen Z. Webboh Labs is committed to hearing the voice of the younger generation, investigating and exploring their issues and bringing them to the table of people making decisions for them, the adults of tomorrow.

An exceptional festival for Tv Sorrisi e Canzoni. The Mondadori Group’s brand, a point of reference in the world of entertainment and Italy’s leading weekly in terms of circulation and readership with over 2.6 million monthly readers, obtained an extraordinary success following the numerous initiatives and content dedicated to the Italian Song Festival, reaching sensational numbers on all channels.

OUTSTANDING NUMBERS FOR VISITS AND VIEWS ON THE WEBSITE AND REGISTRATIONS TO FANTASANREMO

As in the previous years, Sorrisi.com offered a preview of song lyrics, artists’ setlists, audience data and a detailed account of the evenings with the most representative images of this edition, and it totalled over 12 million visits to the site (+33% compared to 2023) and almost 19 million page views (+27% compared to 2023). In addition, the official FantaSanremo Sorrisi league – one of this year’s many novelties – registered almost 60,000 entries in just 15 days.

THE COUPLE ALDO VITALI AND GIULIA SALEMI MAKE FOLLOWERS GO CRAZY ON THE BRAND’S SOCIAL CHANNELS

Director Aldo Vitali’s decision to have an exceptional social co-host like Giulia Salemi turned out to be a winning move.

The undisputed protagonist for viewers was, in fact, the Instagram account of Sorrisi which, in just 30 days from the cover shoot to the content produced from 4 to 11 February reached over 8 million video views and almost 15 million people (+131% compared to the same period in 2023), with an average engagement increase of 21% and even 48% more comments than in 2023. In the Sanremo week alone, more than 450 original contents were produced including videos, live stories and live streaming with a schedule full of special events.

In addition to the already established formats such as La colazione and L’aperitivo con il direttore, the format with Giulia Salemi Ce l’ho, mi manca! was launched, which, on the brand’s Instagram channel, together with the pre-Festival interviews, reached more than 6 million views. Another successful experiment turned out to be the Ti ho fatto capitano format on Giulia Salemi’s Tik Tok platform, which has totalled over 26 million views to date.

THE EXCLUSIVE DOUBLE COVER IS BACK

Great success for Tv Sorrisi e Canzoni also at newsstands, with coverage of over 1.5 million copies for the three issues dedicated to the Festival. The third and final issue, available from 11 February, features the peculiar “double cover” with the eagerly awaited photograph of winner Angelina Mango and the two finalists Geolier and Annalisa, taken in the editorial office immediately after the announcement. Inside the issue, almost 50 pages of Sanremo special with the reportage of the week: from the Opening Party, attended by more than 400 guests, to the personalities welcomed in the editorial office, from behind the scenes of Sorrisi to the backstage directly from the Ariston.

We thank Caffè Motta, Divani&Divani by Natuzzi and Calligaris, INSTAX by Fujifilm, Koelliker Group – Mitsubishi, Profumiamo Profumiamo, Vitality’s and Witor’s: the customer partners involved by Piemme, the exclusive distributor of Sorrisi and Mondadori Media magazines.

Here is the video of Sorrisi week in Sanremo.

TV Sorrisi e Canzoni is the leading brand for TV and entertainment fans, reaching a total monthly audience of 2.656 million readers (source Audicom – Audipress system 2023/II), 3.1 million users (source Audicom, November 2023) and over1 million fans (source social insights IG, FB, Twitter, YouTube), thanks to a multi-channel system comprising the magazine, the website, the socials, and the events and side products.

It was a great success for the super-exclusive party held by TV Sorrisi e Canzoni on Sunday 4 February. As per tradition, it kicked off the most eagerly awaited week in the world of Italian music and television, together with the artists and cast of the Sanremo Festival.

Celebrating with Sorrisi was a range of more than 400 guests for a great event of music, entertainment and emotions. This year, the event took place in a prestigious location: Villa Emma, inside Miramare The Palace Hotel, which will host Sorrisi for the entire week of Sanremo.

The guests necessarily included the singers competing at the Festival: Alessandra Amoroso, Alfa, Angelina Mango, Annalisa, Big Mama, bnkr44, Clara, Dargen D’Amico, Diodato, Emma, Fiorella Mannoia, Fred De Palma, Gazzelle, Geolier, Ghali, Il Tre, Il Volo, Irama, La Sad, Mahmood, Maninni, Mister Rain, Negramaro, Renga and Nek, Ricchi e Poveri, Rose Villain, Santi Francesi and The Kolors.

Together with director Aldo Vitali, special host Giulia Salemi — a much-loved social media influencer with a community of nearly 2 million Instagram followers — presented the schedule for the Sanremo week, from the breakfasts, with interviews with the artists Geolier, Annalisa, Alessandra Amoroso, Emma and Angelina Mango, up to the eagerly awaited Aperitivo event, which will see her chatting with guests and competing singers such as Clara, la Sad, The Kolors, Il volo and Negramaro.

A unique moment preceded the Party: the presentation of the Telegatto — the most beloved Italian award in entertainment — to Amadeus, now at his fifth consecutive — and successful — time presenting the Festival della Canzone Italiana and one of the undisputed stars of the event in recent years. The award was presented at Villa Emma upon the inauguration of the new location, where Amadeus and the director kicked off the exclusive party with a ribbon-cutting ceremony.

The Opening Party was full of emotions and featured an exclusive musical performance by Italian singer-songwriter Levante, followed by a DJ set organised by MTV Music Italia.

At the party, guests could also immerse themselves in the magic of 30 works created using artificial intelligence, each a masterpiece that visually interpreted the lyrics of the songs in the competition. This unique content anticipates other surprises by TV Sorrisi e Canzoni on its view of AI applied to lyrics and images, with the valuable collaboration of Eddy Anselmi, a pop music and custom historian, journalist, TV writer and radio host.

The evening was attended by client partners involved by Piemme: Caffè Motta, Divani&Divani by Natuzzi and Calligaris, INSTAX by Fujifilm, Koelliker Group – Mitsubishi, Profumiamo Profumiamo, Vitality’s and Witor’s. As the exclusive dealer of Sorrisi and Mondadori Media magazines, Piemme participated in developing their partnership projects, contributing to further enhancing the experience and impact of the exclusive TV Sorrisi e Canzoni party. Through its advertising expertise and ability to create strategic synergies, Piemme played a key role in enriching the event with targeted communication and marketing initiatives, thus amplifying the value of the brands and offering guests an even more engaging and memorable experience. A customised communication pathway was developed for each client, organised around storytelling and brand integration, to preside over the most popular and best-loved music event in Italy.

Click for the video and photos (credits: Alessandro Zambianchi and Iwan Palombi) at the Opening Party of TV Sorrisi e Canzoni at Sanremo.

Click here to see the presentation of Telegatto to Amadeus.

TV Sorrisi e Canzoni is the leading brand for TV and entertainment fans, reaching a total monthly audience of 2.6 billion readers (source: Audicom, Audipress system 2023/II), 3.1 million users (source: Audicom, November 2023) and over 1 million fans (source: social insights IG, FB, Twitter, YouTube) through a multi-channel system consisting of the magazine, website, social networks and events, and related products.

Chi, Italy’s most-read gossip magazine, which tells the stories of Italy’s best-loved personalities, with an audience of almost 1.5 million readers and 800,000 followers on Instagram, is bringing its team to Sanremo for the first time to share the most exciting moments and scoops with its audience in the week dedicated to the 74th edition of the Festival hosted by Amadeus for the fifth year running.

The editorial team will move to a very special location: a villa near the sea that will become its headquarters for the duration of the music competition. From there, journalists and social media faces from Chi, Azzurra Della Penna and Valerio Palmieri, social media manager, Carmen Pugliese, and video correspondent, Gilberto Savini, will present a schedule packed with events that viewers will be able to follow minute by minute on Chi‘s Instagram channel.

Every day, starting from Tuesday, 6 February to Sunday, 11 February, the morning begins with Caffé Forte with Valerio Palmieri, who will greet followers with the topic of the day, the most discussed and debated topic in the press and on social media. This will be followed by CHI veste CHI? (WHO wears WHO?) with Azzurra della Penna for commentary on the looks sported by the Festival’s stars on the Ariston stage.

Then there’s an unmissable event in the early afternoon with CHI c’è alle feste? (WHO’s at the parties?), the exclusive, cosmopolitan show that will see Gilberto Savini lead audiences to discover the Sanremo night-time parties, with exclusive interviews with the stars, talents and influencers that will liven up the most in places in the city every night.

In the late afternoon there’ll be the classic event, Casa Chi, with Valerio and Azzurra along with Sophie Codegoni, an influencer and presenter with 1.2 million followers on Instagram. Together they will conduct interviews with the Festival’s guests, singers and talent stars every day from the villa’s lounge.

But it doesn’t end there. The schedule will also see unforgettable moments with shows by Carmen Pugliese and Gilberto Savini: In CHI c’è in stanza? (WHO’s in the room?), the two presenters will go inside stars’ rooms, who will show off their outfits and reveal their good luck charms, while in CHI c’è in hotel? (WHO’s in the hotel?), they’ll interview fans outside the hotels as they wait for their favourite artists.

Finishing up the day’s packed schedule is CHI ci tiene sveglio? (WHO’s keeping us awake?), with special guests who will burst into our living rooms and kitchens to keep us company during the long nights of the Festival.

Chi’s official partner in Sanremo is Caffè Motta. Piemme, Chi’s exclusive concessionaire for magazines and social media, plays a crucial role in the brand integration project that has led to the collaboration between Chi and its client, Caffè Motta, for the 2024 edition of the Festival.

Chi’s Instagram link

Chi, Italy’s most widely read weekly gossip magazine, with an audience of almost 1.5 million readers and almost 800,000 followers on Instagram (Source: Audicom – Audipress system 2023/II), tells the stories of the public’s most loved and followed personalities, ranging from the world of entertainment to politics, from sport to fashion and lifestyle. The attention given to photo quality, the constant search for news and above all the exclusive and trusting relationship with celebrities are what make the magazine unique. Making a name for itself from the very start thanks to its absolutely original format for Italy, Chi combines the stories of the ‘natural stars’ and gossip with space dedicated to fashion and beauty.

Tv Sorrisi e Canzoni, the leading brand in the entertainment world, like every year, will take its audience through the most exciting moments of the 74th edition of the Sanremo Festival, hosted for the fifth year running by Amadeus.

Once again this year, as per tradition, the leading entertainment brand – with an audience of over 2.6 million readers and 3,1 million users per month – will open the week of Sanremo Sunday, 4 February with an exclusive Opening Party and will follow the event day by day with unmissable interviews, dedicated content and exclusive behind-the-scene features that will be published in the magazine, on the website and on the brand’s Instagram channel.

Aldo Vitali, editor of Tv Sorrisi e Canzoni, said: “This year we’re staying faithful to the tradition of returning to Sanremo by relocating part of our editorial staff that will report on the Festival minute by minute, but with many clear changes. This is because Sorrisi has always been in step with the times. For example, we changed the location of our headquarters to a multifunctional location that will allow us to hold parties, meetings, interviews, breakfasts and drinks with the stars and activities with our sponsors. We have also strengthened our social and digital team to be continuously in direct (and always loving) connection with our readers and followers”.

WHAT’S NEW IN THIS EDITION

A new location

For the first time ever it will be Villa Emma, at Miramare The Palace Hotel, that will host the editorial staff of Sorrisi, which, for the occasion, will move to Sanremo to follow the festival live. Villa Emma will be the brand’s headquarters and the venue for interviews with all the competing artists and the many guests and personalities from show business, as well as for photo shoots to create unedited content that will supply the brand’s digital pages and specials.

A rich programme schedule and special host Giulia Salemi

A rich schedule of activities, starting in the early morning with a special breakfast with the magazine’s editor-in-chief, Aldo Vitali, who will chat over coffee every day, starting on Monday with Giulia Salemi, followed by the artists in the competition: then Geolier on Tuesday, Annalisa on Wednesday, Alessandra Amoroso on Thursday, Emma on Friday and Angelina Mango on Saturday. Also returning is the eagerly awaited event in the evening slot, Aperitivo con il direttore, which this year will see Aldo Vitali accompanied by Giulia Salemi, the host and influencer with over 2 million followers on her social networks. Together they will interview singers on the level of Negramaro, The Kolors, Il Volo, Clara, and many others. Giulia Salemi, an exceptional host for the Millennial point of view, is at Aldo’s side for the first time to provide the audience with fun moments with the Sanremo artists and guests and is the second new feature of this edition.

A Sorrisi league for FantaSanremo

Sorrisi has cemented itself as a benchmark for fans of the music scene. In order to actively involve its audience in the long-awaited singing contest, the trendsetter brand opened its own league of FantaSanremo, inviting fans to participate with the editorial staff in the game that has sprung up spontaneously around the Festival.

THE FESTIVAL STORY BY THE STRENGTH OF THE BRAND

Sorrisi special issues

In keeping with tradition Tv Sorrisi e Canzoni will dedicate three special issues to the Sanremo Festival, with an exclusive total print run of 1.5 million copies. The first issue, on newsstands from 30 January, with a cover featuring the iconic shot of all the competing singers together with the host and artistic director of the Festival, Amadeus, will contain a preview of all the song lyrics inside. On Tuesday, 6 February, to coincide with the opening night, the second issue will be on newsstands with a cover dedicated to Amadeus together with the co-hosts. Finally, on 11 February, the magazine will come out with a double cover, one of which will be dedicated to the Festival winner, shot on Saturday night in the editorial office immediately after the announcement, with an exclusive report on the Festival.

The website and social media coverage

The Sorrisi brand will also begin to play a larger and larger leading role in digital channels. The website Sorrisi.com will be dedicated entirely to Sanremo for the whole Festival week: all the song lyrics, many in-depth reports, transcripts, playlists and reports of the evenings, exclusive news, interviews and many other surprises will be available here. The media coverage will also be complemented by the Instagram account, where Sorrisi will offer a unique schedule of events so as not to miss anything from the week’s most important music events: interviews, backstage content, pictures and exclusive content.

This year many brands have decided to join Sorrisi during the activities that will take place during the week at its headquarters. We would like to thank: Caffè Motta, which will provide the editorial staff and guests with relaxing moments for the entire duration of the Festival; Divani&Divani by Natuzzi and Calligaris, which will furnish Villa Emma with designer sofas, armchairs, chairs and tables and the exclusive glassbox; INSTAX by Fujifilm, which will create a photo wall to tell the story of the Festival through snapshots taken during the week; the Koelliker Group, Mitsubishi’s sole importer in Italy, for the Eclipse Cross PHEV done up in the Sorrisi colours, which will whizz around the city to accompany the editorial staff to many important events; Profumiamo Profumiamo, which will fill the villa’s rooms with selected fragrances; Vitality’s, whose products and hairdressers will prepare the guests of the editorial staff for interviews; Witor’s, the Italian chocolatier since 1959, which will offer sweet moments to the working editorial staff and their guests with its pralines from morning to evening.

TV Sorrisi e Canzoni is the leading brand for TV and entertainment fans, reaching a total monthly audience of 2.656 million readers (source Audicom – Audipress system 2023/II), 3.1 million users (source Audicom, November 2023) and over 1 million fans (source social insights IG, FB, Twitter, YouTube), thanks to a multi-channel system comprising the magazine, the website, the socials, and the events and side products.

From Tuesday to Saturday, 6–10 February, Marlù Webboh Vibes will take place during the Sanremo Festival. This true novelty involves a happening show with 20 hours of pure entertainment set on a truck transformer in the Festival Village, located in the Villa Ormond Park in Sanremo.

Webboh — a Mondadori Media brand and the first Italian community dedicated to Gen Z — and Marlù — the jewellery brand developed through the creative initiative and partnership of sisters Morena, Monica and Marta Fabbri — will animate the stage from 2:30 to 6:30 p.m. during the five days of the Festival, with talks and live shows featuring singers from the Sanremo competition, young musical talents, creators and the most popular TikTokers of the moment.

In addition to real-time social media commentary, a special website and organic amplification by the creators, the event will also be streamed live to capture the highlights and engage home audiences.

The show will unfold in three specific moments. The first is a salon hosted by Jody Cecchetto and the two faces of Webboh — Arianna Madonna and Claudia Mariani — who will host the singers competing at the Sanremo Festival. The second is a Talky Time dedicated to fun Sanremo-themed games and challenges, but also to serious current social issues, in the company of ACapoDelGlobo, Ramon Agnelli, Arienne Makeup, Giulia Bellu, Diletta Begali and Ella’s Books and the Opposite, all creators and talent from the Power Talent Agency roster. Finally, the third is ‘Unplugged – Spazio al talento’, a real showcase for established and emerging singers, presented by Andrea Prada.

Expressing the words of artists and singers who can make a difference, the stage at Marlù Webboh Vibes will be tinted every day with a colour symbolising the topic being addressed: environmental protection (GREEN), eating disorders (PURPLE), discrimination of LGBTQ+ people (PINK), animal protection (RED) and bullying (BLUE).

On Wednesday 7 February, to commemorate the International Day Against Violence and Bullying, the results of a survey conducted by Webboh Lab will be presented directly from the stage of Marlù Webboh Vibes, delving into the causes and effects of a social phenomenon that seriously affects young people today. The National Centre Against Bullying Bulli Stop, which already works with Webboh, will take part in ‘Talky Time’.

The commitment of Webboh and Marlù to such topics does not end there. As part of the initiative ‘Le parole possono fare la differenza’ (‘Words can make a difference’), the singers and guests being interviewed will be asked to leave a meaningful sentence or word. For their contribution, Jody Cecchetto will present the ‘Marlù per il sociale’ (‘Marlù for Social’) award. On Saturday 10 February, the last day of the event, Lorenz Simonetti (a creator and young singer-songwriter famous on social networks) will present the song ‘La Canzone di tutti’, which sets to music the most meaningful words expressed not only by the artists, but also by the public.

The collaboration between Webboh and Marlù — realised thanks to Brand On Solutions, a unit dedicated to special initiatives by Mediamond, the Mondadori and Mediaset advertising company — is a true integrated partnership. From naming of the event to the creative concept, to the coordinated image across communication platforms, to the amplification of Webboh on social media and the creators involved, the aim is to reach and raise awareness among the broadest Gen–Z audience possible with exclusive, specifically developed value-based content.

To maximise communication in promoting Marlù Webboh Vibes, Mondadori Media has involved social media, the Webboh brand website and the Mondadori Media network, as well as the creators and talent of Power Talent Agency. It has also overseen coverage in the country in collaboration with the Festival Village, sponsored by the City of Sanremo, both within the Village and on maxi-screens positioned in strategic squares of the city.

Entrance to the Festival Village is free of charge. Registration at https://www.ilvillaggiodelfestival.it/registrati/ is recommended.

Webboh is the social media platform for Gen Z. Created in April 2019, it has been part of Mondadori Media since February 2023. It currently has a fan base of 4 million followers across TikTok, Instagram and YouTube, 70% of whom are under 24. The website receives 3.7 million unique users per month (source: Audicom, November 2023). It is one of the top ten most influential Italian social media companies, as well as the first targeting Generation Z for engagement and video views (source: Top Italian Prime Communication Media Rankings by Sensemakers). The topicality, authenticity and interest generated by the content is guaranteed by its bottom-up editorial model: the community is involved in every part of the creative process.

Marlù was founded in 2001, growing out of an innovative entrepreneurial and creative idea by sisters Morena, Monica and Marta Fabbri. In just a few years, it conquered the leadership of an unexplored product category — in terms of price range and material — outside the traditional fashion and fine jewellery sectors. It presents a new way of thinking and creating fashion accessories and offering exclusive creations and products to anyone wishing to wear something unique and personal. Marlù’s strong presence in Italy has developed into a network of proprietary retail shops through single-brand stores in Riccione, Naples, Catania, Bari, Molfetta, Caserta, Trapani, Matera, Rome, Florence, Rimini, Bologna, Verona, Parma Piacenza, Reggio Emilia, Palermo and Milan. Today, the Marlù group has more than 400 employees, a distribution network of nearly 50 single-brand shops and more than 1400 multi-brand shops including corners and spaces

The super exclusive party organised by Tv Sorrisi e Canzoni, together with the cast and artists of the Sanremo Festival, to kick off the most awaited week of the world of music and Italian television was a great hit.

Over 300 guests crowed the parterre of the Royal Hotel of Sanremo to celebrate a great event full of emotions, music and entertainment with Sorrisi: among those present, the Festival’s cast and competing singers – Ariete, Articolo 31, Colapesce Dimartino, Colla Zio, Coma_Cose, Elodie, Gianluca Grignani, gIANMARIA, Lazza, LDA, Leo Gassmann, Levante, Madame, Mara Sattei, Modà, Mr. Rain, Paola & Chiara, Rosa Chemical, Sethu, Shari, Tananai, Will – and many other exceptional personalities, such as Serena Bortone, Ernst and Frau Knam, Alberto Matano, Samuel Peron, Giulia Salemi.
The evening’s special guest, Maurizio Lastrico, an actor and comedian of Zelig, entertained all those present with a fun and much applauded performance dedicated to Sorrisi’s public.

The evening, which also marked Sorrisi‘s great return and presence in Sanremo, was preceded by a special moment during which Sorrisi awarded the Telegatto to one of the most undisputed protagonists of this year’s edition of the event.

Gianni Morandi, host of the 73^rd edition of the Italian Song Festival together with Amadeus, received the award fromTv Sorrisi e Canzoni’s Director, Aldo Vitali, in Sorrisi’s newsroom to celebrate a special anniversary: 60 years since the release of his famous song Fatti mandare dalla mamma a prendere il latte, a timeless success of this ageless boy of Italian music.

Tv Sorrisi e Canzoni‘s week in Sanremo will continue from Sorrisi‘s newsroom, at the Royal Hotel, from where its director, Aldo Vitali, will fascinate all the Festival’s fans with exclusive contents on the magazine, website and social networks.
It all starts with a special good morning together with the competing singers and moves on to an evening Aperitif appointment with the director to discuss the Festival’s performances and set list together with personalities from the world of television and entertainment.

Webboh, which spoke on its social channels of the feelings and emotions of those present, is also among the event’s partners. As of Tuesday, Webboh will be present at Tv Sorrisi e Canzoni’s heardquarters, in the Webboh Room area set up to conduct all interviews with the Festival’s GenZ. The event will also be represented through TikTok videos, while a daily account with Will and a daily column with LDA will be published on Instagram.

The three special issues TV Sorrisi e Canzoni has dedicated to the Festival are another unmissable MUST. Following last week’s release with the iconic cover portraying all the singers together with Amadeus and Gianni Morandi, and containing an exclusive of the lyrics of the Festival’s songs, a new issue depicting the hosts Amadeus and Gianni Morandi together with their co-hosts Chiara Ferragni, Francesca Fagnani, Paola Egonu and Chiara Francini will be released tomorrow. While on Monday, February 13th, readers will instead be able to enjoy the cover of Sorrisi portraying Sanremo’s first three finalists, exclusively shot in the middle of the night and in the magazine’s newsroom immediately following the announcement, as well as a reportage of the event with intriguing revelations and interesting unpublished backstage stories.

A huge thank you to United Music, the opening party’s official music partner and supplier; DR Automobiles, who will accompany Sorrisi from Milan to Sanremo, allowing readers to admire the beauty of the Ligurian cities crossed, and Caffè Motta, who will offer relaxing moments to the editorial staff and guests for the entire duration of the Festival.

Here’s the video of Tv Sorrisi e Canzoni’s opening party in Sanremo: https://www.instagram.com/reel/CoUPpUFokRR/?igshid=MDJmNzVkMjY%3D

Emotions, music and exclusive contents for Tv Sorrisi e Canzoni’s great come back, finally face-to-face, in Sanremo,: the editorial staff of the Mondadori Group’s brand will once again follow the Italian Song Festival live, thus the succession of 28 competing artists and many exceptional guests scheduled to perform on stage at the Ariston Theater under the guidance of Amadeus and Gianni Morandi and their co-hosts Chiara Ferragni, Francesca Fagnani, Paola Egonu and Chiara Francini.

This year, the brand will once more accompany readers throughout the five-day event, affirming itself as a point of reference for all fans of the entertainment world, but also for the festival’s authors, singers, hosts and organisers, with the highly awaited and exclusive opening party at which Sorrisi will officially kick off the Sanremo week.

Tv Sorrisi e Canzoni, leader of the entertainment world with an audience consisting of 2,6 million readers (source: Audipress 2022/II) and 2,1 million monthly users (source: Audiweb 2022), will follow all the singing contest’s events at the forefront to provide special contents and insights on its magazine, website and social networks.

The newsroom at the Royal Hotel Sanremo

Tv Sorrisi will be hosted in Hotel Royal’s Palm Salon for the entire duration of the Sanremo event. A lounge will be divided into three areas in which the editorial staff will develop the magazine, interview the Festival’s stars and meet with many exceptional personalities.

Finally, each morning, the magazine’s director, Aldo Vitali, will start the day with a special breakfast in the company of one of the competing singers. Vitali will also be Sorrisi’s leading host for the Aperitif with the Director appointment planned each day at 19.00 throughout the festival to chat with many friends of the TV world and to comment on the contest’s developments in the early evening hours.

Webboh to conquer Generation Z

Webboh, the first Generation Z community with over 2 million followers between Instagram and TikTok and 3 million unique website users each month (source, Google Analytics), will also be part of the original contents aimed at animating Sorrisi‘s lounge in Sanremo. Together, they will speak about the Italian Song Festival from the younger generation’s perspective. Part of the team will be transferred to the city of flowers for the entire duration of the event to create contents for its Tik Tok and Instagram profiles. A super teen area, the Webboh Room where Webboh will interview the Festival’s Gen Z singers and creators, will be set up at Tv Sorrisi e Canzoni’s headquarters together with Kit Room – the first Italian structure fully dedicated to the creation of digital contents. A series of “vox populi” style TikTok videos will be shot from the streets of Sanremo, while a daily account with Will and a daily column with Lda, both very popular songwriters of Webboh’s community and contestants at the Festival, will be presented on Instagram.

The website and social coverage

The website Sorrisi.com will cover Sanremo with insights, reports, line-ups and feedback each evening. Not to mention exclusive news, interviews, backstage videos and tons of surprises.
The media coverage is further enhanced with contents on the brand’s Instagram and Facebook accounts. Sorrisi will offer an interactive and engaging experience to viewers and users throughout the contest, but also throughout each day of the Festival: revelations about the singers and guests, non-stop interviews, real-time news from the press room and much more.
Let’s not forget the daily appointment in the “Accounts of the Artists” format. This edition’s leading personalities will keep the Instagram community informed about each minute of their day, from the moment their alarm rings up to their performance, by sharing their emotions, superstitious rituals, backstage stories and revelations of course.

Three newsstand issues dedicated to the Festival

The most widely read and purchased Italian weekly magazine will publish three special issues dedicated to the Sanremo Festival for readers to find on the newsstands, with an exceptional overall production of 1,5 million copies. The first will be released on January 31: the same will contain the traditional exclusive of the songs’ lyrics. The cover will consists of an iconic shot of all the competing singers with Amadeus, the Festival’s host and artistic director, and Gianni Morandi. On Tuesday, February 7, the cover’s protagonists will instead be Amadeus and Gianni Morandi together with their co-hosts. Finally, Monday, January 13, readers will be able to enjoy the cover depicting San Remo’s first three finalists, exclusively shot in the middle of the night at Sorrisi’s newsroom immediately following the announcement, as well as a reportage of the event with intriguing revelations and interesting unpublished backstage stories.

Thanks to: DR Automobiles, who will accompany Sorrisi from Milan to Sanremo, allowing readers to admire the beauty of the Ligurian cities crossed, and Caffè Motta, who will offer relaxing moments to the editorial staff and guests for the entire duration of the Festival.