CittàInCanto project wanted to intervene into a cultural field made out of two poles: the musical heritage and the historic-artistic one.
The lyric theatres of the OperaLombardia circuit became leading characters and the cities hosting them turned into scenarios of an innovative way of offering the musical heritage fruition and the touristic experience in the regional area.
OperaLombardia gathers five big traditional theatres of the region:
Fondazione Donizetti in Bergamo;
Teatro Grande in Brescia;
Teatro Sociale in Como;
Teatro Ponchielli in Cremona;
Teatro Fraschini in Pavia.
On one hand, CittàInCanto project presumed to find in technologic innovation the key to open the world of classical and operatic music and the related cultural heritage to a wider and wider audience. On the other hand, it built new cultural strategies to create a winning mechanism able to lead the regional area to a fruition that was more and more endorsed and linked to a unique musical identity.
Objectives of the project
First of all, CittàInCanto aimed to enlarge the fruition of the shows in the OperaLombardia playbill in the five theatres engaged, and to extend the musical fruition of the cultural offer of OperaLombardia to the city of Mantua during the first year, a city that is a natural set suitable for hosting the shows in a completely innovative way.
A series of ad hoc cultural activities planned by the project also wanted to give value to opera as an attractive feature in the whole area, acting on various targets:
– creating a hospitality system to integrate the active cultural services, in order to facilitate the extension of tourists’ stay on the Lombard territory;
– elaborating a local marketing strategy specifically designed for overseas, in order to intercept the audience interested in opera and offering unique thematic experiences on the area;
– developing the cultural attraction on the operatic and musical heritage for a non-experienced audience through the use of new communication technologies;
– diffusing the operatic cultural heritage of the Lombard cities and their theatres by creating thematic cultural occasions inside events, initiatives and activities that were already highly attractive in the local planning.