Ministry of Tourism and ENIT launch the 2022 international campaign to promote Italy
MINISTRY OF TOURISM AND ENIT LAUNCH
THE 2022 INTERNATIONAL CAMPAIGN
ITALIAN “AMBASSADORS” TO THE WORLD REVEALED IN MILAN FOR A MAJOR TOURISM PROMOTION INITIATIVE: ROBERTO BOLLE, FEDERICA PELLEGRINI, MASSIMO BOTTURA, BEBE VIO,
RENZO ROSSO, STEFANO BOERI, MARCO BALICH, ALESSANDRO BARICCO AND MANY OTHERS
THE TESTIMONIALS' FEES AND IMAGE RIGHTS WILL BE DONATED TO A THREE-YEAR TOURISM PROMOTION PROJECT DEDICATED TO YOUNG PEOPLE, START-UPS AND UKRAINE
Italian tourism is taking off again and looking far ahead. The Ministry of Tourism and ENIT are aiming to reach the general international public, in collaboration with the Regions, in partnerships with Eurovision and Giro d'Italia and the support of CONI, thanks to a tourism promotion campaign targeting multiple nations around the world. At the centre of the project, as ambassadors, are some of the most well-known faces representing the best of Italy: from sports to arts, from food to culture, with testimonials from sectors representing the iconography of the Bel Paese, photographed by the very Italian Julian Hargreaves (for Federica Pellegrini, Massimo Bottura, Stefano Boeri, Renzo Rosso), and Luciano Romano (who took the beautiful shots of Rome and Agrigento with Roberto Bolle). Along with the shots offered by Bebe Vio, immortalised by friends during a holiday on the island of Elba, and Marco Balich, photographed by his son in the splendid Piazza del Plebiscito in his beloved Naples.
The initiative, which was presented in front of the Minister of Tourism Massimo Garavaglia and the President of the Lombardy Region, Attilio Fontana, will not only spread word about the beauty of Italy, but will also help to promote a three-year project to support young companies, tourism and culture start-ups, to which the ambassadors' fees and image rights will be donated. In addition, the campaign will see ENIT side by side with CONI and the National Sports Federations in a solidarity programme aimed at supporting athletes from Kyiv to train in Italy, in the federal centres and the Acqua Acetosa Olympic Preparation Centre.
“This is an important moment for Italy. These actions aim to strengthen the visibility and positioning of Italian destinations in a global scenario that sees positive prospects for recovery,” says ENIT CEO Roberta Garibaldi.
"ENIT is on an expansive path of growth that began during these long years together and is now amplified by further methods and standards that refine the work. This broad scope is one that we feel we share with the entire tourism chain, in a participatory approach that will continue to infuse value and credibility into the Italian brand,” comments ENIT President Giorgio Palmucci.
The campaign will also be experienced on the international stage of Eurovision: the world's second largest broadcast in terms of viewers after the Olympics (180 million people). In fact, ENIT, in collaboration with RAI, is launching postcards that will appear behind each artists' performance, allowing anyone to discover an unseen Italy with an invitation to discover it directly on the Italia.it portal.
Participation in the Giro d'Italia and Giro-E will also contribute to this: thanks to a route of 3500 km, Italy will enter the homes of more than 758 million TV viewers worldwide and 10 million Italians along the roads with more than 24,000 hours of broadcasting. Among the initiatives in the field are 25 digital guides, narrated by a videomaker and a journalist coordinated by ENIT, dedicated to the most significant cycling routes that will be found on the portal ITALIA.IT to invite cycling tourists to travel around our country along the route of the Giro, as well as to enjoy local web videorecipes to showcase traditions and specific territorial identities: every day an Italian menu to emphasize the unique cultural and food and wine treasures with the biodiversity of each region. Then, with the Giro Express, a Belgian storyteller will make 18 in-depth stops by entering the connective tissue of local lifestyle and productions to share on social media. As well as in-depth talks to see and test the products that make bikes, electrically driven but also one of the pillars of mobility for today and tomorrow.
“We are proud of this institutional teamwork, which sees us take the field with the Ministry of Tourism and ENIT to boost the relaunch of the country through the contribution of the reputation for excellence it has around the world. Our champions are a powerful expression of the authentic values that make sport an engine of development and wellbeing, a successful locomotive happily contributing to promoting Italy's beauty and competitiveness in the world, also from a tourism perspective,” according to CONI President Giovanni Malagò, who supervised the project with Manuela Di Centa, advisor to the Minister of Tourism on sports issues.
“It is crucial for Italy to regain a sense of pride in its true value after these difficult years. Taking stock of its grandeur with a myriad of outstanding features to show the world, to revive this important pillar of tourism to our,” says ENIT advisor Sandro Pappalardo.
The “Discover the Italy You Didn't Know” project is grafted onto all this, where the central themes, along a five-month journey, are Italian villages and landscapes, slow tourism (walking, wine and food, art and cultural heritage) and active tourism (biking, boating, Nordic walking and outdoor activities for summer and winter). This joint strategy of the Italian regions, the result of a programme agreement between the Ministry of Tourism and the Tourism Policy Commission of the Conference of the Regions and Autonomous Provinces, oversees the coordination of four regions: Umbria (slow tourism), Emilia-Romagna (villages), Marche (active tourism) and Abruzzo (Tourism Digital Hub).
This detailed project for the promotion and showcasing of our country targets proximity marketing and those for which, even in the post-pandemic phase, there are interesting boosts for the tourism sector and international hubs that allow a multiplier effect, such as international airports, prestigious newspapers and billboards in European capitals. The target markets are the DACH (Germany, Austria and Switzerland), the Benelux (Netherlands, Belgium and Luxembourg), France, UK, USA and the Nordics market (Sweden, Finland, Norway and Denmark) and the keywords are sustainability, inclusion, diversity and innovation.
The project was made possible by the work internally coordinated at ENIT by Maria Elena Rossi, ENIT’s Marketing and Promotion Director, with the collaboration of Accenture for the strategy and concept, Paolo Iabichino with his creativity in the direction of the campaign produced together with Accenture Song, and with the production of Luz About Stories. The "Discover the Italy You Didn't Know" campaign is instead the work of Dilemma, while the Eurovision videos are a RaiCom production.
Francesca Cicatelli
ENIT Press Office
Phone: (+39) 392.9225216
e-mail: francesca.cicatelli@enit.it