July 16 – Opera and classical music become a vehicle to advertise tourism in Italy. Until September 30, the Vienna State Opera, one of the most famous theaters in the world, will host every night hundreds of opera, ballet and classical music aficionados. They will gather in front of the giant screen placed in Herbert von Karajan square, right in front of the Vienna State Opera, to freely attend the live shows taking place inside. Before the start of representations (Tosca, The Barber of Seville, La Traviata, Carmen and Otello are on schedule) and during the break, 30-second commercials of the campaign Italia Much More will be screened. The initiative, launched on June 1, “is an original and different from any other advertising medium, which goes directly to hit a target of tourists potentially very interested in Italy,” says the website of the National Agency of Tourism.
