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Salone del Libro: Digital Transformation at the Service of Culture

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A Historic Event: Salone del Libro di Torino

The Salone Internazionale del Libro di Torino is one of the most important and historic literary events in Europe. Established in 1988, it annually hosts publishers, authors, industry professionals, and book lovers, offering a rich program of meetings, debates, and cultural activities.

Managing an event of this scale requires advanced tools to organize and personalize the experience for private visitors, professionals, and schools—especially through digital touchpoints.

First Steps: CRM Setup

The collaboration between Tinext and the Salone Internazionale del Libro di Torino began in 2022, as the organization faced a crucial challenge: improving data management, which until then had been fragmented and manual. What existed was little more than a scattered set of contact files across various systems and formats, with no segmentation between B2B and B2C targets—making effective communication with publishers, journalists, authors, and visitors difficult.

The first step was accurate audience segmentation. From a basic tool for manual email campaigns, the CRM evolved into an integrated control dashboard for managing information on exhibitors, events, and participants in a centralized and automated way.

The New Website: The Digital Heart of the Salone

The development of the Salone Internazionale del Libro di Torino website, led by Tinext, was a key milestone in the digital evolution of the event. Launched in February 2025 and built on Magnolia technology, the new website reinforces the Salone’s digital identity and serves as the central hub of its technological ecosystem. Final sections and features were released in April 2025, completing a scalable and integrated infrastructure.

The project included CRM integration and other key systems to support the complexity of managing such a broad B2B and B2C audience.

Among its advanced features:
 

  • Exhibition space management – Exhibitor data is now stored structurally, including participation history, costs, booth locations, and guests.
  • Ticketing and audience management – The ticketing system integration enables automatic data collection on B2C visitors, including school groups and their details.
  • Marketing Cloud for personalized campaigns – Thanks to Salesforce Service Cloud and Marketing Cloud Engagement, targeted and GDPR-compliant campaigns can now be activated.
  • Single Sign-On and user management – With Keycloak, centralized authentication eliminates duplicates and ensures a seamless experience across digital platforms. SSO is used for both B2B and B2C user access to restricted areas, the academy, and exhibitor zones.
  • Content management and workshop booking – Real-time updates allow users to view available workshop slots and navigate the Salone and “Salone OFF” program by filtering by interest, date, time, room, guests, and topics.

Achieved Objectives

The implementation of the digital ecosystem delivered tangible, measurable benefits:
 

  • Structured, centralized data – The CRM is now the single source of truth, eliminating data fragmentation and boosting operational efficiency.
  • Better audience understanding – Thanks to segmentation, behaviors and profiles of publishers, visitors, and professionals can be better analyzed—even across job or company changes.
  • Automation and less manual input – System integration simplified data collection and reduced errors.
  • Targeted, personalized marketing – Communication can now be tailored to audience segments, increasing campaign impact.
  • Unified digital identity – The new website and centralized authentication have reinforced the Salone’s brand and created a coherent B2B/B2C experience.

Next Steps

Thanks to Tinext-led digital transformation, the Salone Internazionale del Libro di Torino has made a leap forward in data strategy—turning information into a key asset. This not only enhances event organization but sets the foundation for ongoing, sustainable growth.

With a solid, scalable digital ecosystem in place, the Salone is now ready to further improve the experience for both exhibitors and visitors.
Customer journey optimization remains a priority. Deeper data analysis will make event planning even more effective.

The Salone will also continue to integrate new engagement and loyalty tools and evolve its marketing automation for increasingly personalized, omnichannel communication.

 

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