“Light your flame”: kicking off the campaign uniting citizens and tourists for the 2026 games

Through the installation of flags, banners and billboards that will decorate the city throughout 2025, Cortina d’Ampezzo is officially launching the “Light Your Flame” campaign in preparation for the Milan Cortina 2026 Olympic and Paralympic Winter Games.
The project is part of the “Look of the City of the Games” and aims to actively engage citizens and tourists in an atmosphere of enthusiasm and shared participation.

The heart of the countryside

The payoff, “Light Your Flame,” invokes passion and sports spirit, combining values such as “Tradition,” “Pride,” “Energy,” and “Participation” with Olympic principles. Each element of the campaign is designed to tell the story of Cortina and its role in the Milan-Cortina 2026 Winter Games.

Banners and banners will feature images evocative of the Dolomites, accompanied by messages that evoke the energy and enthusiasm of the local community. The posters will highlight iconic symbols of the city, such as the Olympic torch, enhancing the link between Cortina’s sports tradition and the Olympic spirit.

The campaign aims not only to generate enthusiasm among residents, but also to emotionally engage tourists, inviting them to discover Cortina’s unique beauty and share its values. Every visual detail is designed to stimulate a sense of collective participation and to celebrate the importance of this extraordinary event.

A call for participation

With the support of Cortina Marketing, the municipality aims to strengthen the role of the Queen of the Dolomites as a top destination for tourism and sports. “Light Your Flame” is an invitation to everyone, citizens and guests alike, to share the Olympic spirit and actively participate in the journey to Milan-Cortina 2026, through local initiatives, cultural and sporting events, and sharing the Olympic spirit on social media and in communities. Through this initiative, Cortina is preparing to welcome visitors from around the world with a message that celebrates its community, its values, and the unique beauty of the Dolomites.

Rome joins the campaign

In addition, the “Light Your Flame” campaign has also extended its presence to Rome, where a large billboard has been created thanks to the collaboration with Vivenda Group S.p.A. This initiative underscores the importance of uniting different Italian realities in the spirit of the 2026 Games, creating a symbolic bridge between the capital and Cortina d’Ampezzo.