London – Just as the V & A Museum in London is getting ready to celebrate Italian fashion with the temporary exhibit “The Glamour of Italian fashion 1945-2014,” the ICE Agency put the final touches on the promotional program for the Italian brand. The Agency set up a solid collaboration with the Italian outlets present at the Westfield shopping mall, for the July 18-27 period. The common activity includes a series of videos on Italian products that will run in a loop on the monitors of the mall, and activities aimed at encouraging consumers to visit the participating stores, through a passport created for the occasion. This will serve to collect stamps that will be released by each Italian store; those who visit a minimum number of stores will participate in a competition with several prizes, including a Piaggio MP3motorcycle. (9Colonne)
