PM2 STORIES

After the bronze award received at L’Italia che Comunica, PM2 has achieved another national result: silver at The PRize, the Italian Public Relations award promoted by UNA – Aziende della Comunicazione Unite, in the category “Communication campaigns supporting territory, cities and local cultural heritage”.

The award was assigned to the work developed for FVG Bike Trail, a bikepacking event that, in just a few years, has built a distinctive narrative around Friuli Venezia Giulia, enhancing its most authentic identity through an experience made of landscapes, culture, people and a spirit of discovery.

For PM2, this result confirms the strength of an approach based on strategy, continuity and narrative care. A method that allowed us to support FVG Bike Trail in defining its positioning, turning it into an increasingly recognizable presence within the experiential tourism landscape.

The work unfolded across several levels: editorial content, multimedia production, digital activities, media relations, activations and engagement opportunities. An integrated system that helped consolidate the community, expand the initiative’s visibility and strengthen its connection with Friuli Venezia Giulia.

This silver award therefore represents much more than a milestone: it confirms a clear direction — building narratives capable of generating value, creating connections and shaping new opportunities.

FVG Bike Trail thus becomes a concrete example of how a shared vision, supported by diverse skills and consistent work, can turn into an experience capable of leaving a mark.

On the occasion of Salone del Mobile, Connubia presents its new visual identity: a contemporary visual language developed by PM2 to support the brand’s evolution in a distinctive and harmonious way across all key touchpoints.

At the heart of the project is CO–NN, the narrative concept that stems from the very root of the Connubia name and interprets its core values through an open, flexible and recognizable structure. A framework designed to express the brand starting from what defines it: the connection between people and spaces, the convivial dimension of everyday living, sharing as an experience and the desire to build authentic relationships.

This vision gave rise to a multifaceted project developed across several levels. PM2 curated the new visual identity, defining a language capable of conveying the Connubia world in a clearer and more contemporary way. Alongside this, PM2 developed the graphic guidelines for the website, catalogues and sales tools, with the aim of ensuring continuity and recognizability across every application context.

The project also included the creation of the brand video, the production of photo and video content and social media management, as part of an integrated process designed to strengthen the brand’s presence and build a unified narrative capable of enhancing its identity, vision and positioning.

For PM2, this work represents a complete branding project, in which strategy, design and content come together to shape a solid, evolving and coherent expressive platform.

An identity designed to express Connubia in an authentic and contemporary way, creating connections between brand, people and environments.

PM2 GOES DIGITAL is a project promoted by PM2 aimed at strengthening the company’s digitalization through the implementation of an integrated management platform and the enhancement of its ICT infrastructure. The initiative includes targeted investments in hardware, software, and cloud solutions, with the goal of improving business process management and optimizing the collection, organization, and analysis of data.

The expected results include the creation of an integrated, secure, and scalable digital system capable of supporting the company’s operational and decision-making activities more efficiently.

Digital innovation and advanced data management

Thanks to the adoption of new IT technologies, PM2 will be able to rely on more advanced tools for managing and analyzing business data, improving its ability to monitor performance, optimize workflows, and strengthen cybersecurity.

The project will also enable the development of advanced data analysis and digital marketing services, supporting greater effectiveness in commercial strategies and in the management of digital activities.

Project objectives

The project aims to strengthen the company’s technological infrastructure, making its information systems more modern, reliable, and interoperable.

Investment and support

Eligible expenditure: €101,218.78
PR FESR FVG contribution: €50,609.39
of which EU contribution: €20,243.75

Thanks to the PM2 GOES DIGITAL project, the company will be able to strengthen its technological infrastructure and develop new digital skills, improving operational efficiency and competitiveness in the digital market.

From Udine to the world, giving brands vision and strength to their voice

On February 18, 2026, PM2 celebrates forty years of activity. An anniversary that does not look back with nostalgia, but instead becomes a privileged vantage point from which to observe change and the transformations of communication.

One word encapsulates this journey: CHALLENGE

For PM2, challenge is not merely difficulty, but evolutionary energy. It means stepping outside the comfort zone, recalibrating strategies, experimenting with languages, and integrating tools and expertise to remain relevant. This approach has guided the agency through four decades of market evolution—from economic crises to digital revolutions—and today translates into an integrated model that brings together strategy, content, creativity, and technology under a single direction.

“For us, the challenge is not having an idea; it is making it stand. It is finding the balance between method and vision, between listening and courage, between creativity and results. In these 40 years, we have learned that every challenge trains and builds value. Ours remains one: to give brands vision and strength to their voice,” says Giacomo Miranda, CEO of PM2.

From local roots to an international dimension

Founded in 1986 under the name Pubblimarket2, the agency was established in a North-East Italy experiencing strong industrial expansion, supporting companies and institutions in their growth, positioning, and consolidation processes. Over time, PM2 has maintained one constant element: the ability to read contexts and transform complexity into strategic direction.

The generational transition in 2018 marked a significant evolution in governance and internal organization. Today, the agency is structured into three integrated units—Communication, Digital, and PR—working in synergy to provide strategic consulting and operational support across the entire value chain: from market analysis to positioning, from brand identity to integrated communication plans, from media planning to public relations, through to the management of digital channels, events, and creative production.

Growth and global vision

With a team of 25 professionals, PM2 operates in national and international markets, collaborating with leading brands in the sport, outdoor, design, and lifestyle sectors. The international dimension is now a structural component of the business, confirming the agency’s ability to compete and generate value beyond local boundaries.

After forty years, the direction remains clear: to face change with method, vision, and responsibility, continuing to give brands a distinctive and strategic voice.

PM2, the integrated communications agency based in Udine, has been recognised by L’ITALIA CHE COMUNICA – the prestigious award created by UNA – Aziende della Comunicazione Unite – for its communications strategy for FVG Bike Trail, the cycling event that showcases the best of Friuli Venezia Giulia. The project took bronze in the “ITALIA” category, celebrating initiatives that most effectively promote Italy and the Made in Italy brand, and was also shortlisted for “BRANDED ENTERTAINMENT” for its creative use of digital and multimedia content to convey values and engage audiences.

Launched in 2024 by benefit corporation It Takes Two srl, FVG Bike Trail offers participants a journey through the region’s landscapes, culture, and food and wine, blending cycling, adventure, and authenticity. The event highlights Friuli Venezia Giulia’s unique attractions, supports local development, encourages off-season tourism, and draws both Italian and international visitors, all while embracing ethical and sustainable principles.

PM2 has managed all communication and promotion since the inaugural edition. The agency crafted a bold creative concept and integrated strategy that presents Friuli Venezia Giulia at its most authentic, reinforcing its position as one of Italy’s top tourist destinations in terms of diversity and quality. Through editorial and multimedia content, digital campaigns, media relations, collaborations with artists, and partnerships with local and national organisations, PM2 has helped the event grow and gain recognition both nationally and internationally.

“This recognition goes beyond the event itself: it rewards a complex strategic project, the result of months of work and PM2’s ability to integrate creative, digital, editorial, and PR expertise into a single vision,” says Giacomo Miranda, CEO of PM2. “The event is just the visible part; what truly counts is the preparation: research, positioning, creative concept, content production, storytelling, partner engagement, and community management. FVG Bike Trail shows how a strategic, multidisciplinary approach can create tangible impact for a region and transform an idea into a platform that attracts people, investment, and opportunities.”

“For us, it also sends an important message to tourist destinations, institutions, and companies aiming to develop strong, distinctive regional projects. This award confirms that when strategy, creativity, and execution work in harmony, a region can be presented in a fresh, engaging, and competitive way.”

Over the year, PM2 ran a continuous programme of on-site and digital activities to foster community engagement and public interest. Highlights included February’s Unfiltered event in Udine, an evening of travel and cycling stories with Alessandro De Marchi, Elisa Bessega, and Mattia De Marchi; the May Press Ride, which brought journalists and creators to explore new routes and generated extensive media coverage; and the Social Ride in August, which gathered over 150 cyclists ahead of the main September event.

Content production and storytelling continued throughout 2025 and included editorial columns for the official magazine, social media formats such as Unfiltered Stories, in which local ambassadors share their experiences and the region’s attractions, informative newsletters released throughout the year, and live coverage during the event itself. This constant presence helped cultivate a vibrant, growing community and contributed significantly to the event’s overall success.