With the new campaign, laRegione conveys this new self-image and presents itself as the true Ticino Courier. Self-confidently, laRegione calls itself "Corriere del Mendrisiotto" or "Corriere del Luganese". Rocco Salvioni, CEO of laRegione, explains: "We want to be the most important journalistic voice in the canton, a newspaper in which even unpleasant topics have a place. We want to convince our readers of this with our campaign. At the same time, we don't want to miss the opportunity to challenge our main competitor with this claim."
laRegione is therefore also read by people who like to think outside the box. North of the Ceneri, laRegione is traditionally very well established; in the south, however, the newspaper still sees potential to reach a larger readership. In the words of Salvioni: "laRegione doesn't just want to be the "Corriere di Bellinzona", but also the "Corriere del Mendrisiotto", "Corriere del Luganese", as well as "Corriere delle idee" and "Corriere indipendente". It is precisely this spirit that the campaign is intended to convey."