Tantitours: selling a tour to people stepping off a ship
Terminal desk, campaigns, e-commerce site: four years of work for a tour operator that takes cruise passengers from La Spezia to Florence, Pisa and the Cinque Terre.
In short
Tantitours is a tour operator based in Carrara, Italy, with a desk inside the La Spezia cruise terminal, where it sells coach excursions to Florence, Pisa, the Cinque Terre, the Gulf of Poets and Sarzana. Since 2022 Opificio Lamantini Anonimi has looked after its communication: the graphics of the terminal desk in 2022 and 2026, the 2024 advertising campaigns and videos, the tantitours.com e-commerce site in 2025 and the Google Ads campaigns.
Project facts
- Client
- Tantitours S.r.l.
- Sector
- Excursions and tours for cruise passengers
- Location
- Carrara, Italy, with a desk in the La Spezia cruise terminal
- Period
- 2022 – 2026
- Services
- Terminal desk graphics, advertising campaigns and video, landing page, e-commerce website, Google Ads, season report
- Website
- tantitours.com
The ship docks in La Spezia in the morning and leaves in the evening. In between, thousands of people have a day and no plan. Tantitours has had its desk inside the terminal since 2017. We worked on one question: where does someone decide on an excursion?
The starting point
Where was Tantitours starting from?
A desk in the terminal, a catalogue of coach excursions, an audience that speaks English and arrives by sea. People stepping off the ship have a few hours and one fear: not getting back in time. Every communication choice starts there.
Return to the terminal before the ship departs is guaranteed.From the tour rules on tantitours.com
How do you sell an excursion to someone who has just stepped ashore?
With two words you can read from a distance: bus tours. The map says the rest.
The Tantitours desk is a glass booth inside the terminal. We treated it as a poster you walk through: window film on the front and back, two vertical panels at the sides, one panel on the counter.
On the sides, the Leaning Tower and David, the two images everyone recognises. On the glass, a map: we are here on La Spezia, and from there the lines to Pisa, Florence, Lucca, the Cinque Terre, Sarzana, Carrara, Lerici. On the back, for people coming from the other direction, we are on the other side. All in English, because the audience is international.
We tested six colour options on a photo of the real booth, then developed more until the print files at the end of April 2022.
Six options, on the same booth
Simulations, April 2022
The print files
Window films, side panels, counter
The counter: a single line, for people already standing at the desk.
How do you get people to choose a tour before they come ashore?
By reaching the cruise passenger’s phone before the ship does.
At the desk people decide in a few minutes. Online they can decide days earlier. In 2024 we built the campaigns for six routes: Florence & Pisa, Cinque Terre & Pisa, Gulf of Poets & Pisa, Sarzana & Pisa, La Spezia & Pisa and a La Spezia, Florence, Pisa combination.
For each route, six opening lines — experience the elegance of, discover the treasures of, explore the cultural heritage of — and a single call: book now your bus tour. Every visual comes in two versions, plain and with the few seats available badge, and in three formats. In all, 432 images and 30 twelve-second videos, vertical, square and horizontal.
Six lines, one call
Florence & Pisa, horizontal format
Six routes
Version with the «few seats available» badge
Three formats
Cinque Terre & Pisa
The videos
Twelve seconds, three formats
The same rhythm in every format: the destination, the line, the call.
How long should a booking take?
The time it takes to pick a date, count the people and press a button.
Campaigns need somewhere to land. In 2024 we proposed three directions for the landing page — pop and dynamic, soft and classic, refined — and designed the Florence & Pisa tour page: price, duration, departure from the terminal, itinerary, booking form.
In 2025 the landing page became an online shop: tantitours.com, in Italian and English. Each tour has its available dates with the departure time, the duration, the level, the departure point inside the terminal and the rules, with return guaranteed before the ship leaves. Then the price for adults and children, the option of paying in three instalments and, for anyone with another day in mind, a custom date request.
Next to the coach excursions sit the exclusive tours, boat hire, group travel and the pages about the area, like the one on Lerici.
The 2024 landing page
First draft of the hero
The tantitours.com website
Hover over a page to scroll it
Home, category, tour page, area guide: four ways of reaching the same booking.
On the phone
Where cruise passengers actually book
How do people looking for an excursion find the website?
Through the places they search for, not our name: Florence, Pisa, the Cinque Terre.
In 2025 the Google Ads campaigns bring people looking for an excursion to Florence and Pisa to the site: a search campaign, a Performance Max campaign and a remarketing one. At the end of the season we lined up the Google Analytics and Google Ads data in a report, prepared for Tantitours’ application for a promotional desk at the Spezia Carrara Cruise Terminal.
Visits peak in the middle weeks of July and August, the ones with the most ships in port. The site does not replace the desk. It prepares for it.
What changes when the desk comes after the website?
It becomes the last step: people who booked online find a person, people who didn’t find a reason.
Four years after the first one, we redesigned the desk in the website colours: light blue and orange. Anyone who saw a campaign on their phone recognises the booth as soon as they step off the ship.
The structure that worked stays: book now your bus tour on the glass, the map with we are here on La Spezia, the Leaning Tower and David on the side panels with the list of destinations, which has since grown to include Luni and Lucca. On the back, once again, we are on the other side.
Same map, website colours: the desk and the phone recognise each other.
Frequently asked questions
Tantitours and Opificio, in short.
What did Opificio Lamantini Anonimi do for Tantitours?
The graphics of the desk at the La Spezia cruise terminal in 2022 and 2026, the 2024 advertising campaigns and videos, the 2024 landing page, the tantitours.com e-commerce site in 2025, the Google Ads campaigns and the report on the 2025 season.
Who is Tantitours?
A tour operator with its registered office in Carrara, Italy, and, since 2017, a desk inside the La Spezia cruise terminal. It sells coach excursions for cruise passengers to Florence, Pisa, the Cinque Terre, the Gulf of Poets and Sarzana.
Who built the tantitours.com website?
Opificio Lamantini Anonimi, in 2025.
How do you book a tour on tantitours.com?
You pick one of the available dates, enter the number of adults and children and book online, with the option of paying in three instalments with Klarna. For a different date there is a request form.