PressMediaLAB supports OpNet for the Wholesale Castle Tour 2025

The Wholesale Castle Tour 2025 has just come to an end, concluding a three-stage journey that – from Veneto to Umbria to Sicily – brought the wholesale debate to the regions. For the second consecutive year, PressMediaLAB supported OpNet as a communications partner, managing all press and social media activities for the initiative from start to finish. This is a complex project, spread out over time and space, which required coordination, operational speed and a single director capable of ensuring narrative consistency, visibility and constant oversight.

For this edition, PressMediaLAB comprehensively managed the tour’s media ecosystem, from strategy to execution. A key point was the direct involvement of Il Sole 24 Ore, which acted as the event’s official media partner: a strategic partnership created thanks to the agency’s networking and media relations work, which brought OpNet into dialogue with one of the leading national economic newspapers, strengthening the credibility of the format and significantly expanding its visibility. In addition to managing the media partnership, the activity included the development of a dedicated media strategy, the selection of publications for each territory, direct invitations to journalists, personalised follow-ups to ensure on-site presence, and the coordination of press activities in the three locations. During each event, the agency managed interviews in the Spotlight Stage area, supporting spokespersons and ensuring a constant production of content. The activity also included the creation of four official press releases – the national launch and three post-stage releases – designed to highlight local issues, messages and specificities, as well as recall for publication and dissemination of photo and video materials. This comprehensive approach resulted in widespread, consistent and continuous media coverage.

At the same time, PressMediaLAB also developed the entire social media support for the project, overseeing editorial strategy, content production and operational management of OpNet channels. The creation of materials – copy, graphics and photo/video selection – made it possible to promote the event before, during and after each stage, with real-time coverage that strengthened the brand’s online presence and amplified the visibility of the tour. Social media management was designed to maintain narrative consistency, key messaging and continuity of communication across the various digital touchpoints.

This edition of the Wholesale Castle Tour is a concrete example of PressMediaLAB’s ability to manage all aspects of communication for a complex, travelling event in an integrated manner. The agency combined editorial strategy, content production, operational management and field coordination, ensuring narrative consistency, timeliness and a high level of quality at every stage. It is a working model that highlights how an integrated approach is crucial to enhancing reputation, visibility and media relations, especially in contexts involving different territories, multiple stakeholders and a tight schedule. Accompanying OpNet for the second consecutive year confirms the strength of the collaboration and confidence in the PressMediaLAB method: the Wholesale Castle Tour 2025 was a wide-ranging project. If you are interested in 360° visibility activities, do not hesitate to contact us!