(12 December, 2016) The “Via di Francesco” (Way of St. Francis) was awarded for having “touched all the right buttons for communication” promoted by food and wine, artistic excellences, captured the charm, identity and uniqueness of Umbria. “La Via di Francesco” is a hike that reaches Assisi that retraces Saint Francis’s footsteps. The “Francesco Way” is once again a protagonist in London. The promotional campaign for this walk has received a double “Golden Awards” award conferred by the prestigious Chartered Institute of Public Relations (CIPR) Pride Awards. During the awards ceremony that took place in recent days in London, two awards have been awarded to Karol Marketing agency which curated the promotional activities in Great Britain last year in light of the Jubilee and the national year of walk. The Vice President of Umbria Region and the Councillor for Tourism, Fabio Paparelli underlines that it is “an excellent tool for the new communication campaign that we launched in recent days aimed at supported the relaunch of the tourism system of Umbria, surpassing the great difficulty it faced when the earthquake struck. For this reason, we aim to focus on pilgrimages. Furthermore, this year the World Travel Market of London occasioned the presentation of all the opportunities for travellers whichever their motivations may be to pursue a long walk either on foot or by bicycle accross Italy’s heart of green”. (red)
