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Camerata Cornello

The postal service, cabs, famous poems and even a heinous massacre: it all starts from this village in the Upper Brembana Valley.
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Description

Discover what to see and do in Cornello dei Tasso, one of Italy’s most beautiful medieval villages. Explore the history of the Tasso family, inventors of the postal service, and take a dip into the Middle Ages among historic architecture and local legends.

History

If you visit Cornello dei Tasso, belonging to the municipality of Camerata Cornello, you will feel as if you are stepping back in time to the Middle Ages. In fact, this village, rightly counted among the most beautiful in Italy, stands on a rocky point overlooking the Brembo River. To reach it you have only two ways: on foot or via mule tracks, ancient unpaved dirt roads. The centuries-old isolation, however, has been the hamlet’s good fortune, because it has allowed its ancient urban structure to be preserved intact. But Cornello has many other things to discover: in the Badger and Postal History Museum you will find numerous documents related to the activities of the noble and ancient Tasso family, originally from the village, which played a very important role in communications at the European level, inventing the postal service and even the cab. Don’t miss the famous Penny Black, the first postage stamp issued in the world! And finally: Camerata Cornello also has a crime story past… in the early 1900s one of its inhabitants became the protagonist of a ruthless massacre. Continue reading and find out the details!

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The origins of cab service

The cab, as anticipated, is an outgrowth of the European postal service born of the resourcefulness of the Tasso family, whose punctual and zealous work earns the trust of monarchs. He thus receives several other assignments, including the transportation of tax revenues. To carry it out, he uses carriages in which, at times, passengers are also accompanied. According to some scholars, this is how the embryo of the “cab” service was born, which would take its name from the “cab” family.

Badger Family

Documents preserved at the State Archives of Bergamo and the Parish of Camerata Cornello establish that the Tasso family originated in the medieval village of Cornello: the progenitor is Omodeo, mentioned as early as 1251. His descendants are very active: over the following centuries, some turn out to be among the founders and managers of the Compagnia dei Corrieri della Serenissima, which looked after connections on the Venice-Milan and Venice-Rome lines, others organized the Papal Post Office, and still others won contracts for postal communications from the Austro-Hungarian Empire, becoming master generals of the Imperial Post Office for centuries. In the seventeenth century, the German branch of the family known as Thurn und Taxis even obtained the princely title.

One of the most beautiful villages in Italy

Cornello dei Tasso now stands in an isolated place along the old route of the “Via Mercatorum,” but it was not always so. This road, which led to Valtellina, for a time favored trade and made Cornello the site of the most important market in the valley. With the construction at the bottom of the valley of the via Priula in the late 1500s, however, the village was effectively cut off from the most important trades. The urban fabric of Cornello is characterized by the superimposition of four different building levels. The first two levels consist of horizontal fortification buildings and a porticoed street topped by stone arches. The third, more open settlement level is occupied by dwellings, including also the palace of the Tasso family, separated from the other houses and located on a rocky outcrop on the southern side of the village, serving as a guard to the valley. On the fourth level is the church dedicated to Saints Cornelius and Cyprian equipped with a Romanesque-style bell tower, very rare in the Brembana Valley. Inside the building, along the walls, you can admire a cycle of frescoes very complex in terms of themes and styles; it is speculated that, among the painters, there may have been Baschenis from Averara. Finally, on the frame of the altarpiece with the Crucifixion from 1635, the coat of arms of the Tasso family is clearly visible, with the post horn and yew tree.

Noir: the story of Simone Pianetti

If you hear a Bergamascan say , “I’m doing like Pianetti,” you better run, and fast! He is in fact referring to a violent and bloody incident in Camerata Cornello when Simone Pianetti killed seven people and then managed to escape capture. Originally from the small hamlet of Lavaggi, a hamlet of Camerata Cornello, he emigrated to New York to seek his fortune. Upon returning to the Brembana Valley, he is reduced to poverty by local backbiting and begins to meditate revenge against those who forced him into that situation. On July 13, 1914, he kills, in order: Domenico Morali, conduit doctor of the villages of Camerata Cornello and San Giovanni Bianco; municipal secretary Abramo Giudici and his daughter Valeria; shoemaker Giovanni Ghilardi; parish priest Don Camillo Filippi; municipal messenger Giovanni Giupponi; and Caterina Milesi (with whom he had an open dispute). After the massacre he vanished into the mountains. In the meantime, the people begin to see him as a kind of Robin Hood and a liberator, compared to the strong powers (mayor, doctor, etc.); his absconding in the upper Brembana valley is also aided by the complicity of coalmen and shepherds living there. Information about Pianetti’s fate is uncertain and divergent: those who give him refugee in the mountains for many years, those who have him die shortly after meeting his son, and those who have him emigrate to America. What is certain is that his figure remains to this day the subject of legends, anecdotes, and folk tales, as well as the protagonist of recent publications and songs by Bergamo bands, including Folkstone and the SCS Kitchens.

Where it is located

24010, Camerata Cornello, Bergamo

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Italian Ministry of Tourism fund in favor of municipalities with cultural, historical, artistic, and scenic vocations, in whose territories are located sites recognized by UNESCO as World Heritage Sites.

The Minister of Tourism together with with the Minister of Economy and Finance, following an agreement reached at the Unified Conference, has adopted a measure establishing the “Fund in favor of Municipalities with cultural, historical, artistic, and scenic vocations, in whose territories are located sites recognized by UNESCO as World Heritage Sites” (hereinafter referred to as the “Fund”).

The aim is to support the recovery of the tourism sector, particularly affected by the crisis generated by the Covid-19 pandemic, in municipalities characterized by a marked tourist-cultural vocation. The initiative is aimed at and supports Italian cities that are part of the UNESCO Creative Cities Network. The establishment of the aforementioned Fund primarily responds to the objective of revitalizing the Italian tourism sector by supporting the development of projects aimed at enhancing the cultural heritage in cities where the presence of sites listed on the UNESCO heritage list is a determining factor in attractiveness and tourism competitiveness.

The interventions consist of initiatives related to digital tourism promotion and valorization tools, tourist itineraries, tourist marketing projects, as well as construction, structural, or plant works and setups aimed at increasing tourism enjoyment and attractiveness.
The fund has a total financial allocation of 75 million euros. The amount is distributed as follows:

  • 58.8 million for “Municipalities with cultural, historical, artistic, and scenic vocations” in whose territories there are sites recognized by UNESCO as World Heritage Sites;
  • 4.9 million for Italian municipalities that are part of the UNESCO Creative Cities Network;
  • 9.8 million for tourist enhancement interventions in the city of Rome;
  • 1.5 million for assistance activities to municipalities (e.g., verification of proposed projects, reporting, and monitoring) and for the creation and management of the dedicated computer platform for the incentive.

Guidelines for communication and advertising of the interventions have been developed to facilitate the promotion of projects funded. An operational tool aimed at providing beneficiaries with elements to promote and disseminate the results of funded projects. Communication and advertising, in addition to being obligatory, are above all an opportunity for beneficiaries to showcase the projects implemented and the investments made through access to funding granted by the Ministry of Tourism.

INNOVATIVE TOURISM IN A JOURNEY AMONG VENETIAN DEFENSE WORKS

Agenzia per lo sviluppo e la Promozione Turistica della Provincia di Bergamo scarl received funding of xxx euros from the Italian Ministry of Tourism to implement the project described below.

Project Abstract

The project “Innovative tourism in a journey among Venetian defense works” is based on a strategy that spans cities belonging to the UNESCO Site, aimed at increasing tourist presence by at least 5% compared to the 2019 benchmark, reaching a value of at least 3,248,511 tourist presences. The strategy of the tourism enhancement project is based on creating an itinerary among the three cities, with particular attention to the international public but also to the national public from the most distant regions, offering an original sense to the visit of the territories. The target demand includes cultural tourists, interested in original interpretations of places, slow tourists who want to discover the territories connecting the three cities, and tourists no longer involved in work activities who can visit the three cities sequentially even on less crowded days.
Through various integrated actions, the following segments of demand are targeted:

  1. Local tourism: Lombards/Venetians/Emilians able to make a day visit. This target, although interesting for our cities, is difficult to monitor as it does not fall within the count of presences, which corresponds to the number of overnight stays, representing the main indicator (Istat data);
  2. National tourism: Italian visitors who stay at least one night;
  3. European tourism: European visitors who stay at least one night;
  4. Intercontinental tourism: Visitors from North America, South America, the East, Israel, the Arab Emirates who stay at least one night.

To achieve the set objectives, it is considered fundamental to prioritize expenses for the production of promotional content dedicated to visitors who are about to choose their destination, as well as to invest in infrastructural interventions focused on accessibility and reception. The following strengths are identified as the basis for the tourism enhancement strategy:

  • Promotion of direct activities of the UNESCO sites and those related to it, which becomes the engine for the recovery and development in a cultural-touristic key of the cities;
  • Segmentation in the above-described audiences to which the intervention is addressed, that increases the tourism potential of the cities as it shows consideration and monitoring of the needs and characteristics of each target;
  • Use of the portal www.Italia.it, which will become the reference point for all actions related to the project and the showcase for past, present, and future activities;
  • Appeal to the population and tourists for active participation, which can transform the cities into a laboratory of ideas and innovative experiences aimed at increasing attractiveness and tourist presences.

Within the project, a joint promotion of the serial site will be activated, leading tourists to discover the three cities as a whole.
The tourism sector can benefit from the advantages resulting from the expected increase in presences and an increase in the average length-of-stay, thanks to a renewed interest in the activities communicated, proposed, and encouraged through innovative digital tools. These tools act as aggregators of cultural proposals, related to each other due to the same cultural spirit, originating from the values at the basis of the UNESCO site recognition. The birth of new businesses linked to the development of non-hotel realities and connected to the creation of experiences that have UNESCO values as the element of originality is foreseen.

The unified communication and promotional model aims to stimulate the creation of tourist products and visiting experiences that cut across the three cities, a segment not yet perceived by entrepreneurial activities as a source of additional attractiveness. Furthermore, the development of tourist experiences that blend UNESCO themes with other tourist products offered by each city will be incentivized, with exportable formats, with a multidisciplinary approach to tourist offer implying the development of new skills.

The presence of tourist experiences consisting of a varied range of elements becomes attractive for the international tourist who finds a way to experience multiple aspects of the national tourist offer without having to build it themselves. Moreover, the Integrated communication plan presupposes the development of common languages and coherent representations by the entrepreneurial realities of the three cities, generating a unique, recognizable, and unifying brand.
The project expects an increase in the number of specialized tourist guides and an evolution of the visiting service that includes new itineraries and modes of fruition oriented also to multimedia products.

Communicating the product, the UNESCO sites as well as their values, but specific in the enjoyment of the single component, in its innovativeness compared to the current representation of the three cities, expands the perceived offer.
It therefore contributes to attracting additional tourist flows compared to those currently choosing the three cities of the site. UNESCO represents a key element of attractiveness in some foreign markets. The audience attracted by visits to UNESCO sites is sophisticated in the enjoyment of experiences and detached from traditional seasonal contexts.
The discovery itinerary of the three cities through the UNESCO narrative invites slow fruition, with increased stays, and intercepts sections of the public free from work activities.

Thanks to this project, Bergamo, Peschiera del Garda, and Palmanova will activate for a joint promotion, leading tourists to discover the three cities as a whole. The promotion will work towards increasing tourist flows towards the individual cities and, in each of these, towards the other two. An intervention that will increase flows to the individual sites, also increasing the average length of arrivals. The enriched tourist offer and greater promotion of the historical asset will also lead to a deseasonalization of arrivals.

INTERVENTIONS

Innovative emotional video
Production of an emotional video with cuts of different durations, as a privileged promotional tool that will be adapted both for different social channels (YouTube, Meta, TikTok, etc.) and for use in offline environments (for example, LED walls/screens present in airports). The video will be dubbed in various languages (English, French, German, Spanish, Portuguese, Polish).

New web platform
The platform, through API management software, ensures bidirectional exchange of information with relative updating. When possible, the data will be updated in real-time; otherwise, the update frequency will be communicated. Bidirectional connection via API will be made possible by:

  • API with content link: for the enjoyment of digital content shared by operators such as images, videos, articles, APIs with links to recall the resource (content) present within the Operator’s CMS and presented by the TDH;
  • API with content: for the direct enjoyment of digital content shared by the above operators transmitted directly to the end user by the DMS;
  • Information transmission and/or reception APIs: for the exchange of information between TDH and Operator.

The ontological properties of the site’s contents will be adapted.

Realization of time travel experiences
Creation of visit paths consisting of points where spherical 360° videos can be viewed with reenactors allowing “time travels”. At certain points in the individual cities, markers (QR codes) will be installed that will allow visitors to access streaming from their smartphone (without downloading any apps) to immersive videos that will reproduce scenes of war or popular life during the time of the Serenissima or the main historical periods of the cities. Furthermore, the creation of a series of points where visitors can interact with virtual narrators is planned: by framing a QR code, tourists will be able to access videos, multilingual, during which actors will impersonate historical characters and narrate events, stories, and legends of the places of interest, guiding the visitor to the discovery of the transnational site.

Photographic service realization
Realization of photographic services in the three cities in the four seasons, capable of promoting the transnational site using the images made both on different social channels and on the tourist promotion sites of the three cities. The services include the use of different models of diverse ethnicities representing tourists and their emotions in visiting different attractive sites.

Press blog tour
Organization of blog tours and press tours to promote the visit of the three cities.

Influencers
Involvement of influencers (even very vertical ones) to promote the visit of the 3 cities.

Online advertising
Google display and search, Meta, TikTok.

B2B Marketing
Identify B2B marketing strategies to implement actions for an active community.

Updating tourist promotion sites
New engineering, updating, and technological adaptation of the tourist promotion sites of the three cities, with particular reference to dedicated sections in the three portals to the transnational site and to the site and the Venetian Fortress site with integration and interoperability with italia.it.

Infopoint repositioning
Repositioning and new setup of the info-point with a dedicated area to the UNESCO site (Visitor center) with the production of large panels, videos, interactive totems illustrating the three cities and the entire transnational site. The multimedia contents on the UNESCO site can also be used to implement existing Infopoints in other cities, dedicating a specific section to the presentation of the UNESCO site.

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