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Badger and Postal History Museum

From S.Giovanni Bianco, before entering the new tunnel, turn right to follow the old state road along the river, about 200 m. a comfortable path leads to Cornello dei Tasso.

Description

The stretch, in “borlanti” river pebbles, reaches the small historic center that still preserves the original medieval urban fabric. Formerly on the “via Mercatorum,” it was a center of trade between Valtellina and Bergamo-Venice, but it declined with the construction of the “Strada Priula” (1592), a road axis positioned further downstream; perhaps the centuries-old isolation saved its ancient layout.

 

The settlement stands on a rocky outcrop (horns, cornel = cliff, spur) overhanging the Brembo River >; it is arranged in four concentric building plans.

 

At the bottom, a continuous series of fronts with the characteristic fortification type; between the first and second curtain of inhabited areas runs the route of the ancient “via Mercatorum” which is the defining element of the urban core: stone arches mark the various building units, exposed wooden beams serve as roofing on the porticoed level and support on the upper level. More open and diversified is the third level with buildings of some architectural interest and dwellings that outwardly maintain the ancient valley structure.

 

At the highest point of the village is the church dedicated to Sts. Cyprian and Cornelius. Erected on an original 12th-century structure, it has an elegant leaning bell tower in the Romanesque style .

 

Inside there is an interesting cycle of frescoes dating from the 15th to 16th centuries, notable for the “Miracle of St. Eligius” patron saint of farriers, for the proposed 15th-century settings, costumes and work tools, “St. George,” “St. Agatha” and scenes from the life of Christ.

 

The Tasso family, organizers of what historians have called ‘the modern postal system,’ originated from Cornello.

 

 

Badger Museum

 

Exhibition criteria – Visiting itinerary

 

On the ground floor of the main building, the ‘exhibition traces the history of the Badgers in the service of the Habsburgs.

 

On the back wall stands out the schematic family tree of the Tasso household, starting in 1250 to the present day with family members currently residing in Regensburg (Germany) and Duino (in the vicinity of Trieste). Here the complex ramification of the great dynasty is highlighted with special emphasis on certain figures, such as Francesco, Simone, and Giovan Battista Tasso who worked for the Habsburgs (Maximilian I, Philip the Fair, and Charles V), whose genealogy is immortalized in another panel.

 

Featured alongside the Badger story is a letter from 1840 franked with the world’s first stamp issued in England-the famous “Penny Black.” A number of showcases display stamps issued by the Thurn und Taxis family from 1852 to 1866, when postal service on German territory was nationalized by the Kingdom of Prussia, which provided compensation to the Thurn und Taxis for the loss of their office.

 

On the upper floor, a series of postal documents such as letters and posters from the 17th-19th centuries.

 

In the upper room, very interesting for the youngest visitors are: a model of a Piedmontese post station from 1815, a plaster reproduction of a letterbox from 1674 from Portaria (hamlet of Acquasparta, Terni), mailboxes with coats of arms of the Savoy Kingdom from 1850 and the Austro-Hungarian one from 1910 from Ala (Tridentine Venice). The showcases display a miscellany of letters and documents, the result of important donations to the Museum.

 

Reaching the small square in front of the church, on the right some steps made of local stone give access to another room of the museum. The room is dedicated to Msgr. Daniele Rota, who wanted to donate to the museum all his literary material on Bernardo and Torquato Tasso.

 

Displayed in the showcases and bulletin boards are multiple literary-themed volumes including some fine editions of “Jerusalem Delivered.” On the walls are paintings depicting Bernard, Torquato, while placed on a column is a bronze bust of Torquato Tasso on plaster by Attilio Nani, an important artist from Bergamo. The small room on the upper floor entitled “Postal Services and Means of Communication” collects, material from the Historical Museum of Communication

 

Part of the venue is devoted to the history of writing and its implications in communication.

 

Museum admission: free

 

Guided tours of the Museum with a Museum guide or own guide: €3.00

 

Guided tours by appointment to the village of Cornello dei Tasso and to the Museum and other sites in the municipality of Camerata Cornello, for a fee. For information contact the Museum.

 

Bookshop . Books and memorabilia for sale online at www.museodeitasso.com or at the Museum’s main building.

 

For information:

 

www.museodeitasso.com

 

 

 

 

 

Opening times

The Museum is open during the following hours:

From November 1 to February 28, 2021, Wednesday to Sunday
10 a.m. – 1 p.m. | 2 p.m. – 5 p.m.

From March 1 to October 31, Wednesday to Sunday
10 a.m. – 12 p.m. | 2 p.m. – 6 p.m.

Where it is located

via Cornello, 22, 24010, Camerata Cornello, Bergamo

Accessibility

Data sheet

Useful information

via Cornello, 22, 24010, Camerata Cornello, Bergamo
info@museodeitasso.com
Open
Mer
10:00 - 13:00 | 14:00 - 17:00
Gio
10:00 - 13:00 | 14:00 - 17:00
Ven
10:00 - 13:00 | 14:00 - 17:00
Sab
10:00 - 13:00 | 14:00 - 17:00
Dom
10:00 - 13:00 | 14:00 - 17:00
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+39 034543479
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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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