RAI Pubblicità

The Client

RAI Pubblicità S.p.A. is the exclusive advertising sales house for RAI (Radiotelevisione italiana), Italy’s national public broadcasting company. As the commercial arm of one of Europe’s largest broadcasters, RAI Pubblicità manages advertising inventory across:

Television networks reaching millions of Italian households
National radio stations
Cinema advertising circuits
Digital platforms and streaming services
Major sports event broadcasting

The Challenge

RAI Pubblicità needed a modern digital presence that would:

Showcase their advertising portfolio across all media channels in a compelling, visual format
Communicate their market leadership to media buyers, agencies, and corporate advertisers
Streamline content management allowing marketing teams to update promotional content without technical support
Deliver a premium experience reflecting the prestige of the RAI brand
Ensure accessibility across desktop, tablet, and mobile devices

The Solution

We developed a custom corporate website built on WordPress, featuring:

Immersive Visual Storytelling

Full-screen hero sections with autoplay video capabilities
Smooth animations and transitions creating a premium feel
Custom lightbox presentations for promotional content
Interactive image carousels showcasing advertising opportunities

Multi-Channel Content Organization

Dedicated sections for each advertising medium:

Section	Purpose
Television	Prime-time slots, top events, special programming
Radio	National network advertising packages
Cinema	Pre-film advertising opportunities
Digital	Web, mobile, and streaming placements
Sports	Major event sponsorships and in-broadcast advertising
Special Events	Sanremo, The Voice, major series premieres

Intuitive Content Management

Marketing teams can independently:

Update promotional campaigns and rate cards
Add new advertising specials and events
Upload video showreels and visual assets
Manage content across all sections without technical knowledge

Responsive Design

Optimized experiences across:

Desktop workstations (media buyers, agency professionals)
Tablets (presentations, client meetings)
Mobile devices (on-the-go access)

Business Outcomes

Enhanced Brand Positioning

The modern, visually-driven design reinforces RAI Pubblicità’s position as Italy’s premier advertising platform, differentiating them from competitors through:

Sophisticated visual presentation
Professional, immersive user experience
Clear communication of value propositions

Operational Efficiency

The content management system enabled:

Reduced dependency on technical teams for content updates
Faster time-to-market for new advertising campaigns
Consistent branding through templated sections
Centralized management of all media channel content

Improved Client Engagement

The platform facilitates:

Self-service discovery of advertising opportunities
Video showreels demonstrating advertising impact
Easy access to rate cards and specifications
Clear pathways to contact sales teams

Project Delivery

Aspect	Detail
Timeline	16 days (February 2015)
Methodology	Agile development with continuous deployment
Collaboration	Remote team coordination via Bitbucket
Quality Assurance	Cross-browser and cross-device testing

Key Milestones

Week 1 – Core architecture and homepage development
Week 2 – Section templates and content integration
Week 3 – Cross-device optimization and bug fixes
Final Delivery – February 26, 2015

Features Delivered

For End Users (Advertisers & Agencies)

Compelling visual presentation of advertising opportunities
Video content showcasing advertising potential
Easy navigation between media channels
Responsive design for any device
Fast-loading, optimized experience

For Marketing Teams

User-friendly content management
Flexible custom fields for promotional content
Ability to feature special events and campaigns
Video and image upload capabilities
No coding required for content updates

For IT/Operations

Built on proven WordPress platform
Performance monitoring integration
Clean, maintainable codebase
Scalable architecture for future enhancements

Value Proposition

This project delivered a digital platform that:

Elevates brand perception through sophisticated design
Empowers marketing teams with self-service content management
Engages potential advertisers with compelling multimedia content
Scales efficiently on proven open-source technology
Adapts to all devices ensuring universal accessibility

About the Development

This custom WordPress solution was developed specifically for RAI Pubblicità’s unique requirements, combining:

Strategic design aligned with brand identity
Robust technology for reliability and performance
Flexible content management for marketing autonomy
Responsive architecture for multi-device access

The project demonstrates expertise in translating complex business requirements into elegant, functional digital solutions for enterprise clients.

RAI Pubblicità continues to be Italy’s leading broadcast advertising company, serving brands that seek to reach Italian audiences through television, radio, digital, and cinema channels.