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ESC 2022, Italy's digital postcards charm the world: 200 million times in 3 days, over 6 million in a single day, 68 thousand mobile phones and tablets enjoying beauty every minute

18 May 2022
Italy makes the world fall in love: the postcards captured by the Leo drone during Eurovision 2022 from 10-14 May have stolen the hearts of travellers from every continent.

PRESS RELEASE

ESC 2022, ITALY'S DIGITAL POSTCARDS CHARM THE WORLD: 200 MILLION TIMES IN 3 DAYS, OVER 6 MILLION IN A SINGLE DAY,

OVER 68 THOUSAND MOBILE PHONES AND TABLETS ENJOYING THE BEAUTY EVERY MINUTE

REGION-BY-REGION STATISTICS OF HOW ITALY WAS SHOWCASED AND APPRECIATED ABROAD: A MODERN FRESCO OF THE COUNTRY’S TREASURES

OVER 5 MILLION VIEWS IN ONE DAY ON SOCIAL AND 380,000 IMPRESSIONS, THANKS TO THE ENIT CAMPAIGN


Italy makes the world fall in love: the postcards captured by the Leo drone during Eurovision 2022 from 10-14 May have stolen the hearts of travellers from every continent. Italy was seen, talked about and appreciated 200 million times, including over 6 million times in a single day. The story focused on the promotion of the peninsula's well-known and lesser-known locations alike, with the host city of Turin leading the way on the institutional site managed by ENIT, Italia.it.

The exciting numbers are emphasized by the Ministry of Tourism, chaired by Massimo Garavaglia, who supported the campaign and was present at the final. A total of 79 posts were published to promote the territory and tourism in Italy, which reached 64,513 unique accounts on Facebook and 349,289 on Instagram, generating 379,816 total impressions on RAI’s social networks. On Twitter, 200,105 views and 14,083 interactions were recorded.

One curious fact is that an average of more than 68,000 devices, including mobile phones and tablets, were connected every minute to enjoy the most striking views of the Bel Paese, among other things. Over 15 million social interactions from 9 to 14 May, and 6 million 400 thousand for the final, with a largely positive sentiment (64 per cent).

Italy was the focus of social discussions along with the Eurovision Song Contest final, which was the third most discussed programme on social media since 1 January 2022 after the first two evenings of the Sanremo music festival.

The postcards of Italy, which were matched to each of the 40 competing countries and their respective artists and made possible thanks to the synergy between RAI, the Ministry of Tourism, ENIT, the Piedmont Region and the city of Turin, provided a modern fresco of the country's beauty and showcased Italy's breath-taking scenery. The drone combined aerobatic and stabilised filming techniques, together with CGI and post-production graphics, and was invoked by the presenters to launch the contestants into the competition.

It started in Sardinia, with Barumini paired with Albania, and made it to the end of the second semi-final in Caserta, paired with the Czech Republic. For the final evening, the Big Five (France, Germany, Italy, the UK, and Spain) were matched with five evocative locations in Piedmont, the region of ESC 2022.

"We are enthusiastic about these results, which give immediate feedback on the enormous potential for promoting our country and the fervour with which ENIT carries out its mission," declares ENIT CEO Roberta Garibaldi

"We will continue along this path of spreading knowledge of Italy in the world through large-scale international events," comments ENIT President Giorgio Palmucci

Below – region by region – the data and pairings between competing countries and Italian locations in the three finals of Eurovision 2022.



FIRST SEMI-FINAL – 10 May

  1. Albania – Barumini (South Sardinia, Sardinia viewed 163,259 times)
  2. Latvia – Merano (Bolzano, Trentino–South Tyrol viewed 40.369 times)
  3. Lithuania – Bergamo (Lombardy viewed 804,757 times)
  4. Switzerland – Termoli (Campobasso, Molise viewed 25,753 times)
  5. Slovenia – Civita di Bagnoregio (Viterbo, Lazio viewed 512,051 times)
  6. Ukraine – Florence (Tuscany viewed 405,809 times)
  7. Bulgaria – Castel del Monte (Barletta–Andria–Trani, Apulia viewed 417,696 times)
  8. Netherlands – Ravenna (Emilia Romagna viewed 403,715 times)
  9. Moldova – Urbino (Marche viewed 174,138 times)
  10. Portugal – Genoa (Liguria viewed 129,743 times)
  11. Croatia – Grinzane Cavour (Cuneo, Piedmont viewed 536,697 times)
  12. Denmark – Procida (Naples, Campania viewed 449,947 times)
  13. Austria – Miramare Castle(Trieste, Friuli Venezia Giulia viewed 75,373 times)
  14. Iceland – Cortina d'Ampezzo (Belluno, Veneto viewed 400,551 times)
  15. Greece – Selinunte (Trapani, Sicily viewed 487,205 times)
  16. Norway – Lake Scanno (L'Aquila, Abruzzo viewed 141,319 times)
  17. Armenia – Marmore Falls (Terni, Umbria viewed 88,869 times)


SECOND SEMI-FINAL – 12 May

  1. Finland – Fusine Lakes in Tarvisio (Udine, Friuli Venezia Giulia viewed 99,142 times)
  2. Israel – Manarola – Cinque Terre (La Spezia, Liguria viewed 122,620 times)
  3. Serbia – Rocca Calascio (L’Aquila, Abruzzo viewed 103,821 times)
  4. Azerbaijan – Varenna (Lecco, Lombardy viewed 867,277 times)
  5. Georgia – Burano (Venice, Veneto viewed 394,772 times)
  6. Malta – San Galgano Abbey in Chiusdino (Siena, Tuscany viewed 414,917 times)
  7. San Marino – Rome (Lazio viewed 526,417 times)
  8. Australia – MART Rovereto (Trento, Trentino Alto Adige viewed 40,843 times)
  9. Cyprus – Monte Cervino (Aosta, Valle d’Aosta viewed 3,578 times)
  10. Ireland – Matera (Basilicata viewed 47,510 times)
  11. North Macedonia – Cala Luna in Dorgali, Gulf of Orosei (Nuoro, Sardinia viewed 165,186 times)
  12. Estonia – Sacra di San Michele in Sant’Ambrogio di Torino (Piedmont viewed 503,846 times)
  13. Romania – Le Castella ad Isola di Capo Rizzuto (Crotone, Calabria viewed 190,455 times)
  14. Polonia – Scala dei Turchi in Realmonte (Agrigento, Sicily viewed 395,284 times)
  15. Montenegro – Monte Conero (Ancona, Marche viewed 219,158 volte)
  16. Belgium – Perugia (Umbria viewed 91,733 times)
  17. Sweden – Rimini (Emilia Romagna viewed 432,718 times)
  18. Czechia – Caserta (Campania viewed 457,487 times)



BIG FIVE – 14 May

  1. Piedmont: viewed 503,846 times
  2. France – Cavour Canal (a canal for rice fields built by Count Cavour in Turin immediately after Italian unification, in Chivasso, Piedmont)
  3. Germany – Turin Lingotto (Piedmont)
  4. Italy – Mole Antonelliana, Turin (Piedmont)
  5. United Kingdom – Orta San Giulio (Novara, Piedmont)
  6. Spain – Alagna Valsesia (Vercelli, Piedmont)



Francesca Cicatelli

ENIT Press Office

Via Marghera 2 - ROME

Phone: (+39) 392.9225216

e-mail: francesca.cicatelli@enit.it