How did you experience the wind farm project from a communicative point of view?
«The project's gestation phase, including authorization procedures, appeals and the elaboration of variants, lasted twenty years. A demonstration of the complexity of the operation, also in the field of communication. Arriving at AET in 2012, I had the opportunity to follow the final phase of the authorization process, but above all to experience the wait. The green light arrived in 2018 and we were finally able to leave. It was an important moment. The Gotthard wind farm is the first and for now the only plant of this kind in Ticino; it therefore has a particular symbolic meaning for the company, but also for the transition process towards renewables in our Canton. From the point of view of communication it was a very engaging experience: due to the need to manage many different sensitivities and the privilege of being able to tell a first for our territory. It was a site that was spectacular at times: work was carried out at high altitudes over two summers, between June and October, with an organization of the work that required extreme precision. The images and impressions we have collected will accompany us for years».
What role did PR, personal contacts, etc. play in the realization of the project?
«The long authorization phase involved discussions with all the parties involved in the project: Canton, Municipalities, patricians and numerous associations for and against. The dialogue with all these actors marked each stage of the project and was almost uninterrupted. Relations with each individual counterparty were treated with particular attention and part of the result obtained is certainly thanks to this patient work».
This year you were appointed president of Swiss Marketing Ticino. How do you see the collaboration with STRP and other trade associations in our region?
«The appointment, which makes me very proud, comes after two mandates as a member of the committee which allowed me to develop a certain vision regarding the role of the association and the expectations of the members. In fact, in recent years I have had the good fortune to be able to "prepare" for this handover, first by promoting a series of internal reflections and then a direct confrontation with the members of the STRP and other related associations. From these discussions, the will to intensify the collaborations already underway clearly emerged, making the most of the synergies and common interests of the associates. The two professions – marketing manager and public relations/communication manager – are ultimately more and more "permeable", especially in Ticino where they are often carried out by the same person or in any case within the same office. Collaborating does not mean giving up the identity or specificity of the two associations, each of which will continue to reserve exclusive moments dedicated to its members. However, we are convinced that new and innovative initiatives can arise from a more systematic collaboration, which we would have more difficulty carrying out on our own».
