FLORENCE, ITALY – Italy is promoting the touristic and cultural treasures of the euro-zone’s third largest economy with a new promotional campaign targeting foreign visitors and launched by the state tourism board Enit.
The campaign, called “Made in Italy, a tailor-made holiday especially for you”, seeks to highlight authentic and unique elements of Italy. It includes television and cinema advertisements, promotions in newspapers, magazines, on billboards and on the Internet.
The program is being financed by some five million euros accumulated by the national tourism board. The funds “are the fruits of savings, for which we have to thank our predecessors”, said Enit President Pierluigi Celli.
Promotions will target potential tourists in such European markets as Germany, Austria, the Czech Republic, Poland, France, Scandinavia, as well as the United States and Russia. These targets were selected by Italian regions, with a geographical focus on areas attracting some 50% of foreign tourist inflow bookings into Italy.
The advertising and promotional campaign will be divided into various sectors, including culture and wellness, gastronomy and wine, seas and lakes, artistic cities, mountains and parks, activity holidays, and medieval village travel.
A special focus will be made on the Expo 2015 event in Milan next year. The campaign could bear fruit as early as this summer “if it develops as planned”, Celli said.
The video was realized in 3 versions (30 and 60 seconds, or 3 minutes) and is aimed to capture the attention of a big public.
“It’s a OPEN campaign – Andrea Babbi, Enit director said – because the videos can be personalized with the addition of other images for its promotional actions. It’s comtemporary, informal and exciting: the stages are the different and beautiful squares of Italy but described through a new language, appropriate for the web and sharable through social media. “