The Strada Clementina: Digital and Branding Strategies for Landscape Enhancement

This paper aims to explore the identity values of the “Strada Clementina” in the Marche region. The territory is investigated through innovative tools and according to strong and characterizing themes with the goal of preservation, enhancement, and tourist and local development. The Strada Clementina opened in 1733 under pope Clement the 12th to establish an international export of water by connecting the springs of Nocera Umbra to Ancona’s harbor, although in the initial design it should have crossed Italy from East to West up to Civitavecchia. This innovative entrepreneurial imprint is today still recognizable in the productive landscape of the river Esino valley, a context rich in history and with many potentials mainly linked to heritage, nature and water. This research is the basis for future development and funding opportunities. Through the application of advanced technologies to boost territorial strategic approaches, branding, and cultural heritage enhancement, the research facilitates the connection between users and landscape and to engage the community into an actualized perception of its identity. The methodological path is implemented in different interdisciplinary applications on field: heritage and values mapping, landscape digitization and branding, web platform as first concrete output of a territorial consortium and several learning activities in the area, able to facilitate a trans-sectorial approach.