The magical year of TV Sorrisi e Canzoni gets underway with the Sanremo Festival
An exciting calendar of initiatives and special projects for the brand that has been bringing the best in music, cinema and entertainment into Italian homes for 70 years
2022 will be a magical year for TV Sorrisi e Canzoni, the Mondadori Group benchmark brand in music, cinema and television.
The weekly magazine edited by Aldo Vitali has reached its 70th anniversary and is preparing to mark the event with a packed calendar of initiatives and events, which, throughout the year, will bring an ever-growing public of 5.7 million readers and users and 950,000 fans into contact with the most popular names in entertainment, confirming the special relationship that Sorrisi has always enjoyed with the stars.
The brand will be the protagonist of a series of exclusive and prestigious events: from the Sanremo Festival to the 2022 Eurovision Song Contest as well as the 79th Venice Film Festival, with an abundance of meetings, interviews, original content and initiatives for its users and readers in the magazine, on the website and on social media, culminating with a huge party at the end of the year.
«I’ve never seen such a young seventy-year old! Sorrisi has reached an important milestone, but it is not taking time off to celebrate. It is already looking to the future, and as the content of all our channels shows, no brand is more attentive to contemporary life. Sorrisi has a tradition: to get there first. It was the first entertainment magazine, the first to publish TV program schedules and song lyrics, to put the spotlight on local TV channels and, recently, to devote important space to the world of streaming. A special year lies ahead, involving unprecedented numbers of our readers and fans and giving them the opportunity to enjoy uniquely exciting experiences,» said Aldo Vitali, editor-in-chief of TV Sorrisi e Canzoni.
IT ALL BEGINS AT SANREMO – The celebrations get off to a start at the Sanremo Festival: Sorrisi is taking its community into the heart of the 72nd edition of the year’s most eagerly awaited song contest with a non-stop social schedule on its Instagram and Facebook channels, which last year beat all the audience records.
The real-time reports over the five days in Sanremo will be hosted by Aldo Vitali. Every morning, the magazine’s editor will welcome the Sorrisi public to a special breakfast with an exclusive guest from the artistes competing in the festival: from Gianni Morandi and Ana Mena to Iva Zanicchi and Elisa, ending the week with Highsnob e Hu.
Space will also be devoted to make-up and beauty in the daily “Commenta il look” feature, with tips from Rajan Tolomei: the Make-Up Artist from Max Factor Italia, an exclusive partner of Sorrisi, and the editorial team will comment on all the competition outfits, and create a short make-up video every day so that the beauty looks trending on the stage of the Ariston theatre can be tried out at home.
Another must is the “Diari degli artisti” format, returning after last year’s success with the contribution of the stars at this year’s Festival, who will be telling the Instagram community about their day in the delightful town of Sanremo, from their morning call through to the moment when they step on stage, with all their emotions, good luck rituals, backstage activities. Ana Mena will take fans inside her life as a popstar, showing all her preparations for the evening, from her choice of outfit to her fitness routine; Sangiovanni will offer the community an original photo diary of his Sanremo week, accompanying his snapshots with suggestions, thoughts and reflections, while Noemi will front an original Posta del cuore with the best songs to listen to.
At the end of each packed afternoon of meetings, live streaming on social media and exclusive interviews, readers and users will be entertained by the not-to-be-missed Aperitivo con il direttore, starting at 7 p.m. with the special participation of Valeria Angione. The young actress and content creator from Naples, a hugely popular figure on the web, will join Aldo Vitali to comment on the progress of each evening’s competition in her unmistakeable ironic style.
THREE SPECIAL ISSUES – Italy’s best-selling and most widely read weekly magazine is bringing out three special issues, devoted to the best of the Italian music festival, with an extraordinary circulation of 1.5 million copies. The first of the three specials provided an exclusive preview of the lyrics of the songs in the competition, with a must-have cover photo showing all the singers together with the Festival’s presenter and artistic director, Amadeus.
The issue out today offers interviews with the co-presenters of the Festival, with a raft of original content and, once again, the lyrics of all the songs. Readers will also find instructions on how to take part in the great Sorrisi 70 competition, an annual competition launched by Sorrisi to thank the public for their loyalty and affection on its 70th anniversary. Three super prizes will be awarded: a Fiat Panda Hybrid, two Costa cruises for the entire family and a Polello jewellery set designed exclusively for Sorrisi (for info and the competition rules: sorrisi70.sorrisi.com).
The third special issue, on news-stands on Tuesday 8 February, will provide a report on the whole week at Sanremo, with the best photos from the five evenings and the first cover photo of the winner, photographed exclusively for Sorrisi.
(source: Nielsen Media Impact Data fusion, May 2021)
(source: Shareablee e Insight, October 2021)