After the great success of the previous edition, Chi – Italy’s most widely-read people weekly, edited by Alfonso Signorini – will once again be the protagonist of Chi Summer Tour, an event that during the month of July will take in some of the most exclusive Italian seaside resorts. The tour starts on Saturday 1 July in Milano Marittima, before proceeding, on Saturday 8 July, to Poltu Quatu, on Saturday 15 July to Forte del Marmi and ending up, on Saturday 22 July in Santa Margherita Ligure.
This year’s four stages will offer a unique opportunity to experience close up the exclusive world of Chi, to meet the editor and the many guests taking part in the event.
Each stage of the tour will open in one of the best beach clubs in each location with a spectacular showcooking demonstration by the renowned chef Andrea Berton and presented by Claudia Galanti. The action will then move to one of the main squares with Caffè d’autore, an encounter with some of the Mondadori Group’s most important authors such as Luca Bianchini, Francesco Sole and Francesca Vecchioni, and the event will conclude with an exclusive talkshow with Alfonso Signorini who will entertain the public along with a range of important guests, including Mara Venier, Alessio Bernabei and Gemma Galgani.
But the great news about the 2017 edition of Chi Summer Tour will be its reinvention also as a TV format to be broadcast from July on Canale 5. As well as covering the best moments of each stage of the tour, each episode will be part of an exciting overview of the summer of celebrities. In addition to the editor, Alfonso Signorini, there will be many other protagonists in this adventure, including regular guests such as Gabriele Parpiglia, the social faces of the YouTubers Matt&Bise, as well as Laura Cremaschi, from the game show Avanti un altro and and Desirèe Popper, formerly from the TV show Uomini e Donne.
With this new format the advertising sales company Mediamond has been able to offer the market an opportunity to exploit the multichannel nature of its network with customised projects organised across the different platforms.
Chi Summer Tour has been organised thanks to the support of: Samsung, Orogel and Caffè Borbone.