Mar. 17 – Nearly 50% of overnight stays in Italy are tourists from Germany, Austria, Czech Republic, France, Scandinavia, the UK or Russia. And to increase Italy’s tourist pull, the National Tourism Agency launched a new communications campaign, “Made in Italy: Tailor-Made Holidays.” The decision to use the label “Made in Italy” was taken by the Pomilio Blumm agency, who thought of combining Italy’s historical, cultural and environmental excellence with its manufacturing sector. The result is a reliable tourism offer and a tailor-made service which can be found on www.italy.travel, the website that offers visitors an access point to www.italia.it, the Regions’ websites, and Expo2015. “The squares of Italy” is a 30 seconds, 1 minute, 3 minutes video that aims to capture the attention of the general public. “It’s an open campaign – says Andrea Babbi, Director General of the National Tourism Agency – which, through the video and the various advertising campaigns used, still allows the Regions and private operators to customize it with their own images for targeted promotional activities abroad.” The visual material is accompanied by the song “Fuga – Escape,” composed and performed by Sardinian musician Paolo Fresu, who has served as a spokesperson for the campaign alongside Giancarlo Giannini.
