LONDON – A campaign of national brands that fuse territory and product, innovation with tradition, creativity with passion, begins on the London Underground platforms to underscore the soft power of Made in Italy in the world.
What is the third most popular brand in the world after Coca-Cola and Visa? Made in italyEven if it’s not really a brand. However, Italy decided to invest in the strength of its brand, Gorgeous and uniqueAs a driving force for the country’s economy through the eyes of the world, with a clear message: Italy, in general, is simply exceptional.
“Italy Simply Extraordinary: beIT”, is a project launched by the Ministry of Foreign Affairs and International Cooperation (MAECI) in collaboration with ICE – the agency for the promotion abroad and internationalization of Italian companies, specifically to support Made in Italy: a series of stories based on cuisine, art, design, sport and technology And tradition, to tell through exceptional testimonies as well as ordinary citizens, in one year, 2021, who witnessed record numbers of Italian exports. Indeed, in the first nine months of 2021, Italian exports totaled 20 billion more than the same period in 2019, so far considered the golden year for the sector.
“Italy is passion, elegance, heritage, diversity, innovation and creativity – read the project edition – but there is so much more. It is about doing exceptional things: curiosity, dedication, courage, imagination, efficiency and precision. It is our brand, fresh and unique: Italy is simply exceptional. Be it.”
Thus, the first campaign of The brand of the nation Never made for Italy, it was intended to support Italian exports and the internationalization of the national economic system: designed to tell the international audience in an original and innovative way about Italy, its values and talents, its extraordinary skills and potential, but also to support the internationalization of the supply chains of our production system, the expansion and diversification of foreign reference markets for companies Italian small and medium sized.
It will not be a classic tourism marketing or promotion, “but a communication campaign that will be a valuable tool to support Made in Italy,” said Italian Ambassador to London Raffaele Trombetta while introducing the initiative. A campaign that is implemented primarily on digital channels and with constantly updated content.
The power of the “green” spirit – thanks also to the cooperation with Treedom, a tree will be planted for every 10,000 views in Puglia, Basilicata or Tuscany – in a campaign that will cover 26 countries around the world, including the UK, where, among other things, will be promoted on The platforms of the famous London Underground: from the early hours of the morning to the evening, various promotional videos, part of the project, will be broadcast on the big screens of the main stations.
The operation, which will run until August 2022, is divided into two phases: the first, until March, will focus on the story of “values” that characterize Italy: creativity, passion, tradition, style, innovation and diversity. The second is developed through targeted campaigns (called “vertical variations”), which aim to promote “Made in Italy” production chains and thus with the goal of “informing people who we are even before what we produce”.
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