{"id":11006,"date":"2026-03-25T03:11:59","date_gmt":"2026-03-25T07:11:59","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2026\/03\/25\/how-milan-built-trust-on-a-global-stage-for-the-winter-olympics\/"},"modified":"2026-03-25T08:22:06","modified_gmt":"2026-03-25T12:22:06","slug":"how-milan-built-trust-on-a-global-stage-for-the-winter-olympics","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/how-milan-built-trust-on-a-global-stage-for-the-winter-olympics\/11006\/","title":{"rendered":"How Milan Built Trust on a Global Stage for the Winter Olympics"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Fiorenza Lipparini, Director General of Milano &#038; Partners, which led the transformation of Milan for the 2026 Olympic Winter Games, joins Amanda Edelman, General Manager of Chicago and Head of Edelman\u2019s U.S. Travel and Tourism portfolio, to explore what it takes to build trust while hosting a global event. They discuss how Milan balanced international visibility with local impact, and how honest communication, cultural programming and community-first planning helped turn the Olympic Games into a source of pride for residents.<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\">Listen to all episodes on your favorite podcast platform:<\/h3>\r\n\n<div class=\"wp-block-group aw-mig-inline-images is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-c88056ad wp-block-group-is-layout-flex\">\n<div class=\"wp-block-group aw-mig-inline-images is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-c88056ad wp-block-group-is-layout-flex\">\n<figure class=\"wp-block-image size-full is-resized\"><a href=\"https:\/\/podcasts.apple.com\/us\/podcast\/the-trustmakers\/id1602275320\"><img loading=\"lazy\" decoding=\"async\" width=\"128\" height=\"128\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2020\/12\/100apple.png\" alt=\"apple podcasts\" class=\"wp-image-7392\" style=\"object-fit:cover;width:32px;height:32px\"\/><\/a><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><a href=\"https:\/\/open.spotify.com\/show\/2nR6VmuGWCWYtoTiqNN40B\"><img loading=\"lazy\" decoding=\"async\" width=\"128\" height=\"128\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2020\/12\/100spotify.png\" alt=\"spotify podcasts\" class=\"wp-image-7393\" style=\"object-fit:cover;width:32px;height:32px\"\/><\/a><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><a href=\"https:\/\/www.youtube.com\/watch?v=MtnrMC7Y35A&#038;list=PL-icMDl-65xqkEeYsIkIKPZaDumi4fTTv\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"2048\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube-icon-2048x2048-ndntqyit.png\" alt=\"youtube podcasts\" class=\"wp-image-8368\" style=\"object-fit:cover;width:32px;height:32px\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube-icon-2048x2048-ndntqyit.png 2048w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube-icon-2048x2048-ndntqyit-300x300.png 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube-icon-2048x2048-ndntqyit-1024x1024.png 1024w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube-icon-2048x2048-ndntqyit-150x150.png 150w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube-icon-2048x2048-ndntqyit-768x768.png 768w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube-icon-2048x2048-ndntqyit-1536x1536.png 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\" \/><\/a><\/figure>\n<\/div>\n<\/div>\n<hr class=\"wp-block-separator\"\/>\r\n\r\n\n<iframe loading=\"lazy\" style=\"border: none; min-width: min(100%, 430px); height: 150px;\" title=\"How Milan Built Trust on a Global Stage for the Winter Olympics\" src=\"https:\/\/www.podbean.com\/player-v2\/?i=vt9kh-1a7e952-pb&amp;from=pb6admin&amp;share=0&amp;download=0&amp;rtl=0&amp;fonts=Arial&amp;skin=1b1b1b&amp;font-color=auto&amp;logo_link=episode_page&amp;btn-skin=60a0c8\" width=\"100%\" height=\"150\" scrolling=\"no\" data-name=\"pb-iframe-player\"><\/iframe>\n\n\n\n\n\n\n\n\n\n\n\r\n\r\n<hr class=\"wp-block-separator\"\/>","protected":false},"excerpt":{"rendered":"<p>Fiorenza Lipparini, Director General of Milano &#038; Partners, which led the transformation of Milan for the 2026 Olympic Winter Games explores what it takes to build trust while hosting a global event.<\/p>\n","protected":false},"author":7,"featured_media":11007,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[],"topics":[23,25],"class_list":["post-11006","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","topics-podcast","topics-the-trustmakers"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How Milan Built Trust on a Global Stage for the Winter Olympics | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/how-milan-built-trust-on-a-global-stage-for-the-winter-olympics\/11006\/\" 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